Leo Burnett lands Big W account from Saatchi & Saatchi with task of ‘repositioning’ brand

Leo Burnett has added the Big W creative duties to its Woolworths portfolio, ending Saatchi & Saatchi Sydney’s three-year tenure on the account.

The move sees Leo add the brand to its Woolworths supermarket creative duties. Big W has struggled in recent years and Leos has been tasked with “repositioning the Big W brand in the fast-changing retail landscape” according to a press release.

Pete Bosilkovski, managing director, Leo Burnett Sydney, said: “This is a tremendous opportunity to work with an iconic Australian retailer that is currently in the process of transformation.

“As an agency, we thrive on ‘change’ as a brief. This appointment is a huge step in connecting BIG W with customers in new ways – giving the brand new meaning, and people new reasons to put BIG W first.”

It is just over a year since Leos took the creative account for the Woolworths main brand from Droga5 without a pitch, and in recent months has moved it towards a more retail-based strategy including bringing back the Fresh Food People tagline, launching the the Cheap Cheap campaign, and recent ads featuring X Factor winner Samantha Jade.

A campaign for the brand currently running on TV sees it promote its position as milk sponsor of the AFL and its support of Australian farmers.

Saatchis work for Big W included using Modern Family actor Eric Stonestreet, and most recently a ‘Drop Zone’ promotion involving products being thrown form a plane.


Big W marketing director, Ali Jones added: “We are excited to be working with the heavily awarded agency, Leo Burnett. It has proven itself to be both a creative and strategic powerhouse.

“It is an important time for BIG W as we change our business to bring an exciting and best priced offer to our customers. This partnership will be important in helping us realise our strategy for a new Big W.”

Alex Hayes


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