Woolworths promotes Jamie Oliver dinnerware and vouchers

Woolworths is promoting Jamie Oliver’s dinnerware which is exclusive to the supermarket chain in a 16-second TV commercial.

The spot follows on from the supermarket returning to its ‘Fresh Food People’ positioning in a new brand campaign from Leo Burnett Sydney which only featured Woolworths ambassador Jamie Oliver right at the end.

Marketing experts were split on the reappearance of the  positioning, with one describing it as a backward step and another proclaiming it a return to a proven winning formula.

Yesterday, media agency Carat retained the Woolworths media account in a three way shootout with GroupM’s MediaCom and Omnicom’s OMD.



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