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.

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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.

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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.

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‘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.

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

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