FoodWorks trials propaganda ads in battle with “down and dirty” supermarkets

Independent supermarket chain FoodWorks is trialling a world war II propaganda-style campaign in Brisbane, positioning itself as ‘The people’s champion”.

If the campaign does well in consumer research, it will roll out nationally.

FoodWorks marketing manager Sian Reeder told Mumbrella: “It’s war out there. The big boys are battling it out, spending obscene amounts of money on advertising. They’re blanketing the market, talking to people at a down and dirty level.”

“We’re positioning ourselves as the people’s champion – the supermarket hero,” she said.

Brisbane was chosen as the test city because “it’s a strong outdoor town”.

The creative work was by Melbourne agency Wellcom. Media planning and buying was by MediaCom.


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