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.