After much anticipation (in ad circles at least) Woolworths aired the new campaign from Droga in last nights high rating spots. Here is the corporate line:
“Today we embark on a new journey for our company. We have a proud history at Woolworths of bringing Australians outstanding fresh food and value. We are building on this and our new campaign marks the start of a new promise to our customers as ‘Australia’s Fresh Food People’.
“A new ad campaign, which commences tonight, features nine real Woolworths Fresh Food people. Our renewed focus on our people is testament to the faith we have that Woolworths’ people are our greatest asset.
“Coupled with that is our new theme song, which highlights the rhythm of the seasons and celebrates that every day, every week, every month of the year, Woolies people open the doors to our stores and bake the freshest bread, serve the freshest fruit and veg and the best quality Australian meat and seafood.
Interestingly the music, written by Frankie Carle‘s “Monday, Tuesday, Wednesday, I Love You” has been used previously by Walmart. The track was re-recorded by Gossling (Helen Croome) in keeping with the original recording by Kitty Kallen with Lawrence Welk & His Champagne Orchestra and made famous by Betty Driver
In a nice twist, Woolworth’s have given you the chance to download for free on their website
The ad is about Woolies people and continues to push the “Fresh Food” promise via these people. I really like the simple, but effective introduction of the word “Australia’s”. Home grown provenance is a big motivator (…if at the right price!)
Many analysts were expecting a bigger leap forward from the new agency, but this is a mega-brand making it’s move and nothing is done without careful consideration. The tone of these ads brings a freshness that has been lacking and does differentiate from Coles celeb advocacy approach.
People are important, but product and prices are dominating the supermarket wars at present, which Coles are perceived as winning through delivery of this message with strong personalities in the Curtis and Dawn ad that resonates well with the viewer.
This ad delivers “year round” love of Woolies by Woolies fresh food people. It demonstrates what we assume are real employees and suppliers who love Woolies. But why should we love Woolies?
It is an expensive looking and beautifully produced piece of work. Watchability is right up there and I actually believe that these people are who they claim to be, which is important in advocate advertising. But is it effective advertising in building loyalty?
The question as to why consumers would love Woolies remains. Seeing people at work in farms, fields and stores might not be enough to give people reasons why Woolies is really the “freshest” in the cut throat world of battling Coles.
Fresh Food People needs qualification since Coles came into the argument. The ad is relevant, certainly interesting, but the motivation for a consumer to believe the Fresh Food promise and why this if different to Coles is the key deliverable.
Assuming people will click into the website for more answers is a big assumption – on-line is the domain of range and pricing (as shown in the great Woolies app). Without this step, there is no qualification to the promise?
Here is an example of what people see when they click – Malcolm the farmer talking about running and potatoes. There is actually some motivating news in there, but should this be the main ad (apparently 12 ads will run so it might well be)? :
Hopefully the campaign develops with rational product and price proof points, still delivered in this strong emotive style to entice the shoppers – perhaps less sexy advertising, but potentially more motivating in today’s climate.
A couple of other interesting points to note are the subtle re-brand (Woolworths moves from red to green). And as reported in Mumbrella, Woolworths will remove walls to behind-the-scenes areas of its stores so that customers will be able to see bakers and butchers in action. The brand will also refit stores with better lighting and address checkout queues. (My local Woolies did this 3 weeks ago by moving the stacked special offers from in front of the tills – and it is still talked about in hushed tones down the aisles…!)
Great advertising engages and entertains, but ultimately needs to sell to us by delivering reasons to believe in the brand promise and motivate us to buy and remain loyal.
Hopefully this campaign will deliver the rational reasons, as well as the feel-good fresh food people.