Bates unveils new Woolworths angle

Woolworths breaks a multi-million pound branding campaign through Bates Dorland this week which introduces a new strapline and strives to project Woolies as a store that is about more than just sweets and CDs.

Woolworths breaks a multi-million pound branding campaign through

Bates Dorland this week which introduces a new strapline and strives to

project Woolies as a store that is about more than just sweets and

CDs.



The campaign aims to alert people to the chain’s wide range of products

with the all-encompassing line: ’Woolies - well worth it.’



Rather than showcase areas that the retailer is well known for, such as

confectionery, entertainment and toys, the films concentrate on product

categories not immediately associated with the store - such as dinner

services, vases and lampshades.



The two 30-second and three ten-second films depict a variety of

situations in which people are prompted by a chance visual image to buy

certain products.



For example, in one ad the ringed ear of a teenager reminds a mother to

buy some curtain rings.



The Bates Dorland chief executive, John Stubbings, said: ’The campaign

recognises a real consumer truth - that of going shopping for one thing

but being distracted by a range of surprising items.’



The campaign marks the end of Keith - the alien who for two years gave

us a tour of the stores.



Woolworths spends pounds 20 million a year on advertising, with

significant bursts before Christmas and promotional work for its music

offering running throughout the year.



The campaign was written by Neil Pavitt and art directed by Andy

Rott.



It was directed by David Lodge through Native Production.



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