Woolworths has returned fire in the battle with Coles for customer loyalty.
The supermarket has released an animated TV ad – created by its new agency Droga5 – featuring a green blob who talks about the benefits of Woolworths Everyday Rewards loyalty scheme.
The character in the ads says: “This is the simplest way we could make this ad. Because extra special savings from Woolworths Everyday Rewards is the simplest way to save on the things you love.”
The campaign comes less than four weeks after Coles launched a huge marketing offensive to push its revamped FlyBuys loyalty card.
This is the second campaign created by Droga5, which won the Woolies business in March.
Droga’s first outing for its new client was for Woolworths’ own label brands Select Strawberry Jam, Select Tomato Sauce and Select Deli Style Chips.
Neither Droga5 or Woolworths were available for comment at the time of writing.
However, a Coles spokesman told Mumbrella:
Woolworths are playing catch-up again but what they have launched is a hastily pulled together program which does nothing for their customers. Their ‘extra special’ rewards program has simply taken the hundreds of promotions that they would have been running for all their customers anyway and made them exclusive to Everyday Rewards Customers. That’s why they were able to respond to my5 so quickly and it explains why they have not included any fresh items including fruit and veg, home brand milk and meat (these items are predominantly private label and so they can’t get them supplier funded).
So Woolworths customers who are Everyday Reward card holders get what they would have got anyway, maybe just a bit sooner, and the rest of their customers get locked out of promotions for the next six weeks. Sounds like a great deal!
With my5 customers are getting 10% off of the things they choose – including milk, meat and fresh produce which all feature in the most popular my5 picks – AND still getting the hundreds of specials across the store which we already had planned and will continue to run. My5 is already saving Australian families millions of dollars of their grocery bills.