Big W launches discount offensive, first major campaign by Saatchi & Saatchi

Big W has released a new price-led campaign in its battle with the discount retailers.

The ad uses the famous ‘Everyone’s a winner baby’ track by Hot Chocolate, and a blue blob made from Big W’s logo.

It sees the old ‘Get it for less’ positioning replaced with ‘Everyone’s a winner with Australia’s lowest prices. Cha-ching.’

It is the first major campaign for the Woolworths-owned brand by Saatchi & Saatchi Sydney, which won the business from Ideaworks in February.

The launch of the ad coincides with an internal staff promotion at Big W, which has seen Big W staffers post videos from their stores holding Cha-Ching signs.

Woolworths was unavailable for comment on whether the staff video stunts, which contain references to other ads including AAMI’s Rhonda campaign, are part of the Cha-Ching campaign.


  1. Matt
    30 Jul 12
    3:27 pm

  2. It honestly looked like a Sakata ad until the clothes started popping up.

  3. Simon
    30 Jul 12
    6:21 pm

  4. Good ad, nice retail template for future product low prices, whilst still giving me the good vibes rub off of branding. That music just makes me feel good. Nice work Saatchis.

  5. Frank
    31 Jul 12
    12:05 pm

  6. Simon clearly works at Saatchi’s. What a terrible ad. Sakata reference spot on. Almost as emotionless as Rivers ads. Next.

  7. david
    31 Jul 12
    2:05 pm

  8. Looks like it was put together in powerpoint. Awful!