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.
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
Wise move. This was a poor campaign – Big W has no real brand value in the market. It can at times appear there is not enough room for K-Mart, Target and Big W, plus Costco. Serious think needed here.
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To be perfectly frank, the only thing that really sells a department store for me these days is opening hours, and that’s where Big W is getting beaten by their competitors.
My local Target is open til 10pm weeknights and K-Mart is open 24 hours. It would take some pretty spectacularly low prices (backed up by a “we’ll beat any matching price” deal) for me to rush to Big W before it closes at 6 on a weeknight.
Interestingly, I took a look at their website for kitchen scales yesterday and they had some pretty incredible specials there (50% off in an online only special, including Michelle Bridges’ brand, which I found interesting), as they did on their PS3 console bundles. If their best deals are on their website, why aren’t they pimping the heck out of that? I’m stuck with less and less reason to go into the store, apart from killing time while waiting for a bus.
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It wasn’t a bad campaign, I’m just not sure enough of their target market know who Eric Stonestreet is.
I shop at Big W for price and price alone. A big area of improvement for Big W is its rough and and disinterested staff. Even their spokesperson didn’t mention their staff or service (“We are still focusing on the product, the price and the benefit to the customer – plus promoting our lowest price guarantee”). Thank god for self-service registers!
Looking forward to the next campaign.
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