Recent Woolies campaign displays power of distinctive brand assets, finds Forethought research
Research from marketing analytics and strategic advisory agency, Forethought has shown that Woolworths recent ‘Today’s Fresh Food People’ TVC displayed the power of distinctive brand assets, with nine in ten surveyed Australians connecting the ad to the brand in a test.
The campaign, produced by M&C Saatchi features a ‘green’ execution, alongside assets and messaging focusing on the freshness and quality of products being far more recognisible than the recent Coles ‘Together to Zero’ spot from DDB, when 800 Australians were shown de-branded stills from each TVC.
Both supermarket giants produced the TV spots in July, highlighting a commitment to environmentally progressive policies and practices. Forethought affirmed that neither company commissioned the research.
