Woolworths
Brand & Fresh Campaigns

Woolworths the Fresh Food People was an established brand tagline and campaign. In 2001 it had been running for almost 20 years.

While the fresh positioning was paramount to Woolworths the campaign strategy and the execution needed an update. The Fresh “obsession” campaign in 2003 onwards did just that. It took the essence of Woolworths, its people and its producers and told many fresh food stories. Campaigns increased Woolworths share and leadership position as Australia’s favourite fresh food provider. Campaigns included: TV, radio, in store displays, recipes and graphics, demonstrations, training, press, catalogues, outdoor, website redesign and internal communications overhaul.