Woolworths Select ad – Droga change the category

By their own admission, this isn’t the new strategy, just a tactical ad for own label. It communicates the rational product values well, but I wonder if it could have contributed more to the overall Woolworth’s positioning and emotionally connected better?

Is the humour a bit left field for the target? it definitely interrupts a viewer, but the bigger question is will it engage them and give Woolworths a connection to the consumer?

Did that woman blink in the entire ad? Do the kids seem a bit on edge…?

More to come and eagerly awaited as Droga get the strategy going.

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