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
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
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
It was directed by David Lodge through Native Production.