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Woolies launches own-label ad offensive, Droga5 makes Woolies debut

Woolworths has upped the ante in the supermarket own label war with a new campaign to spruik its own label range Select.

The campaign is the first made by Woolies’ new ad agency Droga5, Mumbrella can reveal.

UPDATE April 12: Video removed at request of Droga5 on copyright grounds

The campaign launched this week to take on Coles, which has been aggressively pushing its own label products through its ‘No artifical colours’ and ‘No added MSG’ Curtis Stone-fronted campaigns that broke in February.

The focus of the campaign will initially be on Woolies’ Select Strawberry Jam, Select Tomato Sauce and Select Deli Style Chips. Woolworths also produces own label brands Macro and Homebrand, which are not part of this campaign.

The company’s head of own brand, Gordon Duncan told Mumbrella in a statement: “The tag line for the campaign says it all – “If it’s not selected by you, it’s not selected by us.” With Select Strawberry Jam, viewers will hear how this product has been tested and retested by our customers to ensure it gives a great eating performance every time.”

He added: “Our own brand ranges provide consumers with a strong alternative on quality and price to the national brands and encouraged competition within these categories. As well, our private label brands have given small to medium Australian manufacturers, who supply the lines, the opportunity to grow their businesses.”

Coles is currently ahead of Woolies in the race to expand its range of private label products.

Coles took 23% of its sales from own label products last year, while Woolworths took 18%, an article in The Australian reported this week.

The Woolies business moved from M&C Saatchi to Droga5 after a protracted marketing review in March this year.

Droga5 informed Mumbrella the tactical own-label campaign is not part of the major brand campaign which will be launching in the next few months.

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