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.



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