Woolies fights back in freshness war, Coles: ‘4/10 for effort, godda try harder’

Woolworths is defending its territory as ‘the Fresh Food People’ with a campaign promising to refund and replace food if customers complain that it isn’t fresh enough.

The supermarket’s ‘Fresh or Free guarantee’ campaign breaks today in newspapers. The offer allows customers to claim their money back and get fresh food items replaced if they produce a receipt.

“We’ve always been obsessed with fresh food. Now, we guarantee it”, reads the ad copy.

Woolies general manager Pat McEntee was quoted in the Sunday Telegraph today saying that the campaign was designed “to build confidence in the chain’s brand as the Fresh Food People.”

The campaign launches about one month after Coles moved into Woolies freshness territory with its ‘No freshness like Coles’ ad starring celebrity chef Curtis Stone.

Coles comms director Jon Church countered: “There’s nothing new in what they are saying. Our Coles Bran quality promise already refunds and replaces a product if a customer is unhappy; 4/10 for effort, but still lacks originality – so godda try harder.”

In the following weeks, Woolworths will have a new advertising agency having completed a review of its marketing arrangements last week. Droga5 is to replace M&C Saatchi, which has held the Woolies account for the last decade.


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