Brooklyn Brothers and Glue land Woolworths relaunch

The Brooklyn Brothers and Glue London have the won the advertising and digital accounts for the relaunched Woolworths brand.

The agencies pitched together for the business against an unknown list of agencies and will now share the account. The result comes just three weeks after the pitch process began.

In January this year, Woolworths, which went into administration in November 2008 with debts of £385 million, was bought by Shop Direct, the internet shopping portal owned by Sir David and Sir Frederick Barclay, for an undisclosed sum. The company is now relaunching the brand as an online retailer.

The agencies will be briefed to create a launch campaign informing people that the Woolworths brand still exists, as well as directing consumers to the new website.

The campaign will be based around harnessing the interest that the relaunched brand has generated and will rely heavily on social media engagement, including a Woolworths Twitter feed.

It is also thought that later work will include TV as well as digital elements.

According to Shop Direct, about 500,000 people have visited since the brand's relaunch was announced.

It also says that 50,000 people have registered on the site and several hundred have put comments on the Woolworths blog, which can be found at