Woolworths rolls out TV ad campaign to support loyalty overhaul after ditching Qantas

Woolworths has launched its revamped rewards program today with a new ad showing products around a store rattling like money when they are picked up.

The TV ad shows a woman walking around a supermarket picking up items from tomatoes to Milo, which all rattle to indicate they will earn her reward points.

At the weekend the supermarket divided shoppers when it announced it was ditching its Qantas Frequent Flyer rewards relationship in favour of the new scheme which it says will earn people money back more quickly. 

Experts say the supermarket is now facing a battle to retain customers because of the change.

Leo Burnett is understood to be behind the TV ad while The Works is responsible for below-the-line activity for the rewards scheme.

Woolworths has also launched two explainer videos on its Youtube channel revealing more about how the scheme works.

It has also unveiled new point of sale ads. Only items marked with an orange sticker will earn shoppers rewards points.

Earlier this month the brand also ditched its Cheap Cheap tagline in favour of the line ‘Always at Woolworths’.

Related:

• Woolworths: Where did it go wrong?

Alex Hayes

Alex Hayes worked for Mumbrella from 2013 to 2017 in roles including editor and head of Mumbrella Bespoke. He has been a journalist for more than a decade working on newspapers and websites in the UK and Australia, specialising in the media and marketing sector since 2012.

topics loyalty, Qantas Frequent Flyer, rewards, Woolworths

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Comments: 5 Add Comment

Dire 28 Oct 15

The TVC is so badly shot and lit, it is excruciating.
Cheap, cheap in all they do.

Reply

Ryan 28 Oct 15

What a train wreck! Perhaps from a position of strength, Woolies could have pulled this off (ie. after implementing better pricing, produce, stores, service etc etc). However, to take a gamble at this stage seems like a massive strategic error.

Reply

. 28 Oct 15

@dire, yeah i cant see anyone’s face from the shadows

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Pathetic 28 Oct 15

Seriously Woolworths, hang your heads in shame. You are destroying brand value, from knee-jerk reactions and some of the worst TV work Australia has seen.

Is marketing there some sort of hobby people dabble in over there?

Reply

CJ 30 Oct 15

I like the milo tin lid solar flare at 0.14.

Reply

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