Samantha Jade sings and dances for Woolworths’ ‘Cheap Cheap’ campaign
Woolworths has unveiled a new ‘Cheap, Cheap’ ad with X Factor winner Samantha Jade singing an extended version of the tune complete with animated green bird back-up singers.
The spot, created by Leo Burnett Sydney, sees Jade, who won the fourth series of The X Factor Australia, in the studio recording the ad which uses the tune of Rockin’ Robin.
https://www.youtube.com/watch?v=vd0jTlvLMtA
It is complemented by a minute long video which sees Jade do the ‘Cheap, Cheap dance’ with the ball kids at the Australian Open. The video then calls for audiences to share their own version of the dance along with the hashtag #cheapcheapdance for a chance to win a $1,000 Woolworths gift card and a photo-shoot with Jade.
https://www.youtube.com/watch?v=O6t1CKNDNS8
Woolworths has told Mumbrella it is not stepping away from its association with celebrity chef Jamie Oliver, with the Cheap Cheap promotions a different separate campaign.
The brand device of the green birds and ‘Cheap Cheap’ slogan was unveiled by the supermarket last September in an ad for its cut-price white bread while the jingle was launched the following month.
Last month Woolworths announced its sponsorship of the tennis ball kids in partnership with Tennis Australia.
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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Wow, I hate this.
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Australia’s leading agency’s best work right here – #givethemacannes
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I’m speechless #cheapcheapdance
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#CareerHighpoint
All down hill from here
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yup, that is certainly Cheap, Cheap…..
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WOW is no longer just their ASX code. It is now also the reaction to their social strategy.
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Terrible! Cheap cheap trashy, gushy, cringe material.
Woolworths should be ashamed to have signed off on this rubbish, especially after such great branding ads created last year/year before ‘I love you’.
What ARE they thinking?
[Edited under Mumbrella’s comment moderation policy]
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Strategy: “Well, it worked for Coles”.
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Woolworths now getting horribly close to Coles cringeworthy stuff. I feel sorry for Samantha Jade having to sing that mish mash of ill considered lyrics.
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@Rosscoe Samantha Jade must have been paid pretty well because she looks to be having an absolute ball in those ads.
I wonder how many kids have been singing and dancing to this tune in their first week back to school this week too?
Bet Woolworths’ sales increase on the back of this campaign……
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Oh relax everyone. It’s just a supermarket ad for goodness sake!
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Sexist – Badly Shot – Shocking Creative Idea….Nice trifecta.
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Paddy. I suspect you may be right. Yes I loathe it. But is suspect kids and mums will have it seared into their brains, and I will be in the minority.
Remember how badly Down, Down was going to fail.
At the end of the day it’s all about selling more product. The good thing is we can get pretty good reads on sales due to syndicated research.
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Love it!
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Yes it’s the Coles strategy but without the self aware irony. Wool widths are positioning themselves as Australia’s worst marketers. STOP walking away from FRESH It’s not that hard. Fresh message then scream low price = value.
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Ok, this one is not for me although that said I heard it on the TV again this morning when I was in the kitchen and caught myself thinking “she has a nice voice” but I digress… I just bet it is really salient with ,main grocery buying mothers’ it is not an ad made for everyone, and my god it is better than some of the down down Coles ads
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Why would you have the Ball Boys/Girls in RED which is a COLES colour – isn’t Woolworth’s all supposed to be about Green?
When I was flogging Fosters it was always about blue…..
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Considering 11 years ago they’re ads didn’t completely suck and were just as effective (read annoying) they’ve fallen a long way baby
https://www.youtube.com/watch?v=ZgMkqI_B2-U
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Samantha Jade….. Australia’s next Kylie Minogue indeed!
You go girl!
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@Michael, 11 years, or 21 years?
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1] All the ‘great unwashed’ will love it
2] Samantha’s performance is spectacular. I’m sure there’s millions more Australians who wouldn’t know just how talented she is without this ad
3] She looks great and it sits perfectly with WW’s Cheap Cheap personality
4] No doubt the naysayers long for another ‘successful re-run of the Monday Tuesday Wednesday disaster.
5] WW’s are back in the game
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Unfortunately, given the outfit Jade wears in the ad, the animated birds going cheap cheap give the ad an entirely different meaning to what the producers intended.
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Sweet sweet, if Jade is such a great talent, why does she need to resort to doing a TV ad in order to get noticed. Surely if she’s so talented, Australians would be noticing her without the need for her to do an ad like this.
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If your stuck roll out the animated birds
https://www.youtube.com/watch?v=MQ3eDUWdynI
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Agree with Grouchy – stay with FRESH…WOW have that over Coles anyday. Just gotta ensure their fresh produce can live up to it too…perhaps they got too many complaints about their unfresh product and had to move away from it.
BUT – what they certainly own ‘the fresh food people’. Coles can’t touch that.
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It will work.
Does that mean I personally like it? No.
But it will work.
They need to work on their pricing thought, Coles has really undercut them.
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from an ad story perspective its an ad for Samantha Jade, not Woolworths …where is there any indication its a Woolworths ad until the last 2 seconds?
Waste of money for Woolworths
Jade is smiling because she got paid for an ad to showcase herself!
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How bad is that dance routine. What a wasted opportunity. It was a chance to come up with a catchy routine like Gangum style that may have caught on – and they stuffed it up.
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Woolworths Supermarkets have made a strategic blunder with this “cheap cheap” campaign.
Coles’ “Down Down” = We’re driving prices down for you. I.e. We’re delivering you value.
There is a difference between value and cheap. And no one not even poor people, wants to eat “cheap” food. (And yes I’ve done focus groups and such to know what I’m talking about.)
Further, “cheap cheap” erodes the brand for the bulk of the middle classes who shopped at WW as they thought it was a step above Coles.
One can’t blame Leo’s as they’ve clearly been forced into this. But this is what happens when you blindly copy a competitor’s strategy.
My prediction? Heads will roll at some point, and the most onerous client in the country (the supermarket group of WW) will be blaming everyone but themselves.
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Oh… and Coles = The Red One. WW = The Green One.
All the red back-up singers demonstrates the WW client doesn’t get branding and semiotics.
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Cowardly Anonymous
12 Feb 15
4:28 pm I don’t know where you got the idea the middle classes shopped at WW because they thought it was a step above Coles. Woolworths or it give it’s former name Safeway was always considered the chain to avoid shopping at because all the identical products to the ones Coles sold were always inevitably dearer than Coles. The other problem Safeway/WW has is that it has never had market cache, being as it originally started out as Pratts in Tasmania and has had to fight hard to establish itself on mainland Australia. The change of brand name from Safeway to Woolworths hasn’t been as sucessful as it hoped it would be. The name Safeway wasn’t all that well regarded in the market place and it was hoped that changing the name to Woolworths would change consumers perception of the company, alas, it hasn’t worked. To put it bluntly, Coles has a history of unbroken trading under the one name since the 1930s which creates a perception of permanancy in the minds od consumers, where as Safeway/ww’s name changes simply create the opposite image in consumers minds – that of no sense of permancy.That’s one of the reasons also why Aldi has had such a difficult time establishing a foothold in the marketplace, as well.
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CA, red was one of the official ballboy/ballgirl colours at The Australian Open.
I’m unsure as to whether green was, but I seem to recall orange and blue.
Irrespective I would have been pressuring TA for green (or at least not red) outfits … but you never know with sporting bodies, they may have precluded that.
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Pepsi Max @ 8:52pm.
I think you will find that Woolworths started in Sydney in 1924 with their “Bargain Basement” store in Pitt Street.
I think you are referring to Safeway US buying out Bill Pratt’s stores in 1963 when they came to Australia and put Bill in charge in 1967. I don’t think Bill ever owned any Tasmanian stores. I think you are referring to the Roelf Vos and Purity stores that Woolworths acquired in 1982, before Woolworths took over Safeway in 1985.
I also think Coles started in Victoria in 1914 and not the 1930s.
All irrelevant to the ad, but interesting history anyway (my dark past as a retail researcher has been revealed!).
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Love it, creative and fum that’s what adds are about, bring on more of them. Much much better than a lot of so called music videos were you can hardly understand the lyrics and Jade is very pretty to.
Tony
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Love it, creative and fum that’s what adds are about, bring on more of them. Much much better than a lot of so called music videos where you can hardly understand the lyrics and Jade is very pretty to.
Tony
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It’s so easy to spot the WW or Leo’s employees on this comments thread…
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Like Tony, I do love a fum add…
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This is the worst ad ever made! I can’t believe any company would produce anything so lame.Didn’t anyone check the lipsyncing before it hit the TV!
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she seems to have a nice set of lungs.. well played WW
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This ad is one of fhe most irritating ever! I now change tv stations when it comes on. Awful, awful….
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Like Tony and LW i too love a fum ad, but like Tony and unlike LW i love a fum ad twice.
Shit advert, but a catchy ear worm that makes me think of WW..and isnt that advertising.
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Hmmmm. It seems that you CAN put a price on dignity.
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Woolworths and Coles are scum, they could put Samantha jade naked singing led Zeppelin in their tvcs and I’d still avoid them like the plague and go to harris farm
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Thanks for that Benross … that would make shopping at Woolies and Coles a much more pleasant experience.
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I’d shop there if Samantha Jade was butt naked singing Led Zepplin..
Ben Ross what’s wrong with you? 🙁
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The commercial with Samantha Jade singing with the animated birds is cute and a reminder of years gone by when life was wholesome and people were decent. For those who don’t like it then maybe you’re too young and don’t know any better or just have become caught up in today’s miserable society with hardly any values left. The only pathetic things that seem to be promoted on TV is violence and stupid reality shows. What a world we live in that we have to bag out a singer for doing a commercial. Take a look in the mirror and bag yourselves out instead-YOU DESERVE IT!!
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thank god it is an ad. when the ads come on that is toilet time and coffee making time or open a bottle of wine time, anything to avoid the cheap, cheap and carry on. Samantha Jade is a very talented girl. it is just a shame she did that ad. i an not bagging her or her talent just the annoying ad that she unfortunately signed up for.
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Share price down nearly 10 percent.
$4billion in capitalisation wiped off.
Tjeerd Jegen is gone.
I predicted above that heads would roll… and they have.
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