Woolworths adds ‘every day’ to ‘Cheap, Cheap’ strap
Woolworths has added the phrase ‘every day’ in its latest ‘Cheap, Cheap’ ad which extends the tagline to ‘Cheap, Cheap everyday’.
Whilst the phrase ‘every day’ has appeared in other iterations of the Woolworths ads on point of sale and some graphics which have been running since September, it is the first time it is used in conjunction with the ‘Cheap, cheap’ strapline at the end of an ad.
The new product-focused 30-second ad, created by Leo Burnett Sydney, uses the animated green birds and ends with the tagline ‘It’s cheap, cheap and staying cheap everyday’.
Courtesy of Ebiquity
Coles’ recent campaign also uses the phrase ‘every day’ to highlight its cheaper prices.
In September the supermarket unveiled the new brand device of the green birds and ‘Cheap Cheap’ slogan in an ad for its cut-price white bread, with a longer more brand oriented spot launched in October.
Coles introduced the ‘every day’ lower prices tagline last month while Woolworths had launched Everyday Rewards, its loyalty program which also uses the phrase every day, in 2007
https://www.youtube.com/watch?v=kIWz9NXa62g
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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Why bother with a brand if you’re going to be so cretinous as to differentiate solely based on price (margin) – and then do it in precisely the same way as your competitors.
“Because that’s how retail works and that’s what the customer is familiar with”
It doesn’t have to follow that circular argument – it’s just effing lazy marketing and has never, in any market or industry vertical, led to long term success.
Woolies, Metcash and Coles are all shitting themselves about profit, yet they continue to erode value from their business(es) – remarkable.
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…buckle up people, it’s a race to the bottom.
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the bottom keeps getting deeper and deeper. Everyday.
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Nothing like a clever, differentiated marketing campaign. And this is nothing like a clever differentiated marketing campaign…..
Wonder how much Woolies paid their agency for this bit of me-too marketing nonsense.
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Anyone remember “All day, every day, Hyundai”?
It was catchy….
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Gone too far – the everyday ads are irritating beyond belief.
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That’s why they get paid the big bucks.
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Production values – “Wow they’re cheap.”
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this stuff is offensive on almost every level. it’s horrible advertising with no understanding of the whole at all.
they clearly have different teams over at Woolies for ‘retail’ and ‘brand’ and they probably don’t even talk. thus, they fail to recognise that no matter how warm and fluffy their brand work is, it’s destroyed by the crassness of this retail tripe.
worst of all for me is the transparent use of every demographic.
we have the
– the Asian couple
– the Skippy family
– the random American black guy
– the teenagers
– the (hot but not too hot) mum shopping on her own
– the pensioners.
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It kills me to think of all the plans, dinners with friends, family time, weekends and late night TV that was put aside to produce this.
It takes the same amount of effort to produce a shit ad as it does to produce a good one. At least the Coles guys aren’t even trying.
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Who wants to have the word “cheap” associated with their brand? It’s such a nasty word. If something is cheap it infers that it’s not only low price but low quality.
Woolworths don’t only use the word once – they use it twice!
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I love the innovative use of a bird to act as a metaphor for the “cheap cheap”, which is sort of like a bird tweeting isn’t it? hahahohohohaha!
Genius.
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The look of sheer delight on Mum’s face as she picks up the 20 pack of bog roll is priceless.
“ZOMG look at dis bog roll, soooooo cheap!!”
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