Woolworths celebrates the Sunday roast in first brand work from M&C Saatchi

The humble Sunday roast and a song celebrating ‘Sunday Kind of Love’ is the centrepiece of M&C Saatchi’s first big brand campaign for supermarket chain Woolworths, ‘That’s Why I Pick Woolies’ .

While the stylish new campaign heralds the ‘return of the affordable Sunday roast’ it is a long way removed from the ‘Cheap Cheap’ positioning adopted by former agency Leo Burnett Sydney, and is more akin to the stylised brand work undertaken for the supermarket by Droga5.

Woolworths Food Group director of marketing Andrew Hicks said the new positioning aimed to move attention from the supermarket to the customers.

The 60 second ad shows a couple cooking a Sunday roast in an apartment block, with the smell of the cooking permeating the building and inspiring several neighbours to cook their own versions of a roast.

It then follows the different neighbours as they go through their Sunday rituals, from prepping veg and laying the table to welcoming guests and putting the kids to bed.

It also evokes a 1970s feel, starting with a vinyl record on a turntable playing a version of Etta James’ ‘Sunday Kind of Love’ and featuring a period apartment block, retro-style decor, clothing and even facial hair in some scenes.

woolies retro facial hair

It ends with a woman cleaning up the dinner plates, and saying “That’s why I pick Woolies”.

There are also 30 and 15 second versions of the spot:

In February the embattled supermarket surprised the market by dropping Leo Burnett after less than two years and moving the account back to M&C Saatchi, amid struggling sales and criticism of the ‘Cheap Cheap’ campaign, which aimed to take on rival Coles’ ‘Down Down’ positioning.

While Droga5’s highly stylised efforts for the supermarket based around the quirky ‘Monday, Tuesday, Wednesday’ song and starring Woolworths staff and suppliers won critical approval from many in adland it was not regarded as a success by execs at Woolies, who dropped the agency in April 2014 for Leo Burnett. 

They moved to reintroduce Red Spot Specials and bring the marketing messages back to price in a bid to stifle Coles’ rise, employing X Factor winner Samantha Jade to sing a version of ‘Cheap Cheap’ to the tune of ‘Rockin Robin’ along with two cartoon birds.

“‘That’s why I pick Woolies’ is designed to capture all of the reasons why millions of customers choose to pick Woolworths every week,” Hicks said.

“It is exciting that we’re able to share those reasons back with Australians both at launch and well into the future.”

General manager of marketing communications and brand, Nick Chapman, said the approach aimed to highlight why people shopped with Woolworths.

“‘That’s why I pick Woolies’ is all about our customers, rather than about us,” Chapman said.

“The platform allows us to talk about all the rational and emotional reasons our customers choose to shop with us. It’s a platform that supports everything we do.”

The campaign will branch out into a content series featuring Nine’s Australia’s Got Talent host Dave Hughes, who will offer humorous insights into the world of ‘The Fresh Food People’.


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