Woolworths Supervisor Jillian Arnold and Truckie Harold Haigh

Having seen the launch campaign, many anticipated a more functional follow-up to the campaign in these individual character spots.

How many trucks does it take to get it there fresh?

How quickly do onions get from the soil to the store?

In fact the curious potato farmer delivers some of this in terms of a truth about how the potatoes are cleaned.

The aim is to provide detailed backstories with the aim of personalising the quality and quantity of Australian produce and local sustainability promoted by Woolworths.

The issue is how many potential shoppers feel that an engaging character alone can convince them of the Fresh Food People claim? Particularly in the absence of any product info. about quality?

They are beautifully produced, but do they change hearts and minds when it comes to the store and the claim “Fresh Food People”? I’m not so sure.

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