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.

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.

Ads courtesy of Savvy Media Monitoring


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