Woolworths hit back at Coles with Jamie Oliver TVCs reinforcing ‘Fresh’ message
Woolworths has turned back to celebrity chef Jamie Oliver for its latest TV ad which bares some interesting similarities to rival Coles.
The TVC, created by Leo Burnett Sydney, features brand ambassador Oliver cooking up an“easy” chicken bake with smoky bacon and tomatoes as it plays up its ‘Fresh Food People’ credentials encouraging people to “try something new this spring”.
Ad courtesy of Savvy Media Monitoring
The ad follows the format Coles used for a while with its celebrity chef ambassador Curtis Stone spruiking specials by cooking up a range of dishes.
Oliver and Woolworths have also collaborated on a range of recipes available in store and on the Woolworths website. Oliver invites potential customers to “pop in to Woolies” or go online for more content.
A shorter, 15-second TVC shows a couple buying Australian-made, RSPCA approved chicken and goes to battle with Coles on cost-saving, reminiscent of their previous ‘Cheap Cheap’ strategy featuring singer, Samantha Jade.
Video courtesy of Savvy Media Monitoring
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Jamies ad looks and sounds like a dull version of the Coles one.
No tempo. One continuous boring message.
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It’s too late for Woolworths to hit back. Coles have successfully highjacked the word “fresh”.
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They forgot to mention ‘fresh’
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Surely somebody at Woolworths or Leo’s must realise that playing “let’s copy Coles again” is just making WW seem even more tired and second-rate?
(Or not, given the latest “Let’s copy K-Mart” work for Big W.)
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