Big W moves on from ‘cha-ching’ and Modern Family’s Eric Stonestreet

Retailer Big W has dropped both its ‘cha-ching’ tagline and Modern Family actor Eric Stonestreet as brand ambassador choosing to instead focus its marketing on its lowest price guarantee.

A spokesperson for the department chain confirmed to Mumbrella the store has “moved on from the cha-ching tagline in order to provide a streamlined message”.

“We are still focusing on the product, the price and the benefit to the customer – plus promoting our lowest price guarantee,” the spokesperson told Mumbrella.

The ‘cha-ching’ tagline was first introduced in July 2012 and was part of the first campaign created by Saatchi & Saatchi for the brand.

While the tagline was used in the brand’s Christmas campaign featuring Eric Stonestreet, it first disappeared from a fashion campaign for the store in December last year.

Big W has said it is not adopting a new tagline, with its most recent Easter campaign ending with the line “The lowest prices on everything Easter only at Big W”.

The retailer has also ceased working with Eric Stonestreet only a year after the first campaign featuring the actor was rolled out.

“The Eric Stonestreet campaign was a great way for Big W to demonstrate our lowest price proposition and have some fun. Eric supported our aim to inject personality to our brand. We have now evolved this campaign to showcase our lowest price guarantee, great brands and ranges for key customer occasions, such as Back to School, Easter and our new fashion ranges.

“Big W will continue to offer a wide range of brands – both our own brands designed exclusively at Big W and national brands – across diverse categories that appeal to our customers. The quality and design of products at an incredibly low price offer customers the best value for money in the market.”

Its most recent campaign for Easter utilised stop-motion technology.

Miranda Ward


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