Woolworths ditches ‘Cheap Cheap’ in favour of new ‘Always at Woolworths’ tagline
Supermarket giant Woolworths appears to have dumped its much-maligned ‘Cheap Cheap’ tagline in favour of a new positioning ‘Always at Woolworths’.
The company launched a series of new ads over the weekend featuring the tagline and highlighting a series of cut priced deals it offers every day. It is similar to the strategy used by rival Coles to highlight its ‘Everyday’ low prices.
https://www.youtube.com/watch?v=1FxR98QWpuw
Ad courtesy of Savvy Media Monitoring.
Leo Burnett Sydney is Woolworths agency of record.
The Cheap Cheap campaign, which famously featured a series of ads with pop starlet Samantha Jade singing a song to the tune of Rockin Robin (which have since disappeared from YouTube), had been much maligned by marketing experts for taking the brand too downmarket in an attempt to combat Coles’ ‘Down Down’ positioning.
The new series of ads also features product specific 15 second spots.
https://www.youtube.com/watch?v=PcwNKlVQ4bQ
https://www.youtube.com/watch?v=v-oOtkECLpw
Ads courtesy of Savvy Media Monitoring
So they drop the green in favour of Coles red… does this replace the recently resurrected Red Spot Specials?
Woolworths, the Masters of advertising.
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Woolworths, floundering in a sea of crap. But is it fresh?
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Dear Woolworths,
Thank you! We’ve just ordered more Dolmio to cope with the demand that your ads will drive for us.
Thanks, Coles.
PS We are red. You are green.
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One assumes that this does not indicate a move to an EDLP strategy – cos it kind of sounds like it. That would be a big move indeed.
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From cheap cheap to low low.
Nice one, Woolworths.
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Woolworths just continues its “me-too”/EDLP marketing practices without anything being NEW. Yes, red is Coles – so that’s a blinding faux-pas. New directions from leaders like Tesco (world #2) suggests better “customer engagement” (and ditching self-service tills) is a strategy than can be leveraged.
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Wasn’t this used by Kmart about 20 years ago:
Kmart, always low prices. Always!!!
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Kids will always be kids. What?
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“Always at Woolworths”. fine example of so much box ticking that you’re left with a line that makes all stakeholders happy, but is so vague it means absolutely nothing to the mug punter. Always what at Woolworths? I can just see the classic cop-out campaign coming where they insert a different word each time after ‘Always’. And there’ll be the
“I always shop at woolworths”. I once worked on Woolworths, and like most massive accounts, fear always reined supreme.
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Dave – Always bad advertising?
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this article has ignored the font/animation change to the “the fresh food people” … why would they change this?!
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What’s with the change in typeface/animation on the “the fresh food people” tagline…?! subtle changes to the brand since Tony P left
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Their continued heavy use of red always surprises me…
It’s like no one client side knows anything about good old fashioned branding…
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