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.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.