Woolworths Supervisor Jillian Arnold and Truckie Harold Haigh

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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.

UK Cancer Council “the answer is plain” anti-smoking plain packaging ad

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The logo-free, drab dark brown plain cigarette...

So often we are told “what to do and what not to do”.

Seldom are we convinced of what we as individuals or society “should” be doing and why.

Government bodies have lost the art of advertising in favour of preaching or scare tactics.

This UK Cancer Council ad has a beautiful mix of advertising art and science. It intrigues you enough to interest you, hold your attention and then delivers a concluding message that is both powerful and absolutely believable. No drama, just the truth presented in a motivating manner.

It is completely relevant to the argument about plain packaging and will do more to motivate change than any number of government polls and opinions.

A great example of advertising resolving a complex argument with a simple and effective execution.