©2019 BY KATHRYN HALL. 

Woolworths: Brand Relaunch 'That's why I

pick Woolies'

With increasing competition from Aldi and a discount-happy Coles, Woolworths needed a brand refresh – one that rediscovered its friendly, Aussie tone of voice. It had to be simple, flexible and consumer focused.

Over fourteen million Australians shop at Woolworths every week, and they do so for countless reasons. Price, value, experience, service – the grocer who’s always ready to explain exactly what’s in season.

By making the campaign consumer focused rather than Woolworths focused, we could explain both the rational and emotional reasons why Australians choose to shop there.

‘That’s why I pick Woolies’ was born. Simple and colloquial, it allowed us to tell a variety of customer stories whilst keeping our fresh food credentials, after all, there’s nothing more natural than the word ‘pick.’ It’s what Woolworths farmers and growers do every single morning.

The results were staggering, with and uplift of 31% in incremental sales of the promoted products during the course of the campaign.

OOH

2016

Copyright: Woolworths 
Agency: M&C Saatchi, Sydney

Press

2016

Copyright: Woolworths 
Agency: M&C Saatchi, Sydney

Landing Page

2016

Copyright: Woolworths 
Agency: M&C Saatchi, Sydney

Digital & Mobile Display

2016

Copyright: Woolworths 
Agency: M&C Saatchi, Sydney

Please note that I do claim ownership of the material which belongs to the individual client, nor do I claim any credit to the creative idea. The inclusion of these case studies are merely to show my capabilities as an Advertising/Project Director.