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Woolworths relaunches brand with new Droga5 work but retains emphasis on fresh food people

woolworths outdoorWoolworth’s has relaunched with an updated slogan and a campaign designed to introduce the public to the people behind the brand in the first major campaign from the supermarket’s giant’s new agency Droga 5.

woolworths logo

New logo

In order to emphasise that most Woolworths produce is home grown, the slogan has been updated from “the fresh food people” to “Australia’s fresh food people”. The brand has stuck with the logo designed by Hans Hulsbosch in 2008. In a subtle change, the Woolworths name now appears in dark green rather than red.

Woolworths logo

Old logo

The ad – which goes to air from tonight – features a new theme song. Outdoor posters have also begun to roll out.

Tjeerd Jegen, MD of Woolworths supermarkets, said in a press release:

“Today we embark on a new journey for our company. We have a proud history at Woolworths of bringing Australians outstanding fresh food and value. We are building on this and our new campaign marks the start of a new promise to our customers as ‘Australia’s Fresh Food People’.

“A new ad campaign, which commences on Sunday night, features nine real Woolworths Fresh Food people. Our renewed focus on our people is testament to the faith we have that Woolworths’ people are our greatest asset.

“Coupled with that is our new theme song, which highlights the rhythm of the seasons and celebrates that every day, every week, every month of the year, Woolies people open the doors to our stores and bake the freshest bread, serve the freshest fruit and veg and the best quality Australian meat and seafood.”

Today’s Sunday Telegraph reports that Woolworths will remove walls to behind-the-scenes areas of its stores so that customers will be able to see bakers and butchers in action. The brand will also refit stores with better lighting and address checkout queues.

The supermarket said that its shift was driven by incorrect public perceptions that a high quantity of Woolworths food is imported.

Woolworths surprised the industry when it handed its business to Droga 5 in March.

The brand has also launched a website to introduce the public to each stage of the food chain, with the personnel from the ad each getting their own video.

Farmer Malcolm Otto:

Truckie Harold Haigh:

Supervisor Jillian Arnold

Store manager Danny McGennisken

Butcher Janet Morton:

Fishmonger Paul Cowan:

Deli guy Sergio Garcia:

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