Woolworths celebrates launch of new food range with ‘Glorious’ TV spot via M&C Saatchi, Sydney
M&C Saatchi Sydney has created a new campaign for Woolworths’ new food range.
Woolworths’ new food range has been created with nutritionists and chefs, and tested by customers, which aims to make meal shopping and preparation easier and healthier for Australian families.
Over the past 18 months Woolworths has undertaken an extensive review, reformulation and rebrand of their food range with key changes including a reduction in salt, sugar and saturated fats as well as an overhaul of product packaging.
The nutritionist, chefs and customers involved in the development process are at the heart of a new campaign launched to celebrate the new range that also focuses on the quality and the testing the products go through before they hit Woolworths shelves.
Says Peter Hathaway, general manager FoodCo marketing, Woolworths: “At Woolworths we’re focused on constantly improving and evolving our food range and ensuring our customers have great quality and healthier options to choose from, that are also great value.
“Whether it’s the already popular lamb shanks or ice cream, every one of the Woolworths food range has been rigorously tested to ensure our customers and their feedback are an essential part of the product development journey.”
Customers shopping at Woolworths should look out for the all-new “Green Seal of Approval” on the new Woolworths food range. This marker ensures customers can expect a delicious, high quality product with no artificial colours or flavours at a great price that’s been created by Woolworths nutritionists and chefs and tested by customers.
Says Hathaway: “We are proud to be able to deliver to the trust customers expect from us in food and will continue to develop more innovative food products that respond to our customers’ demand for good price, quality and nutrition under the Woolworths food range.
“The Woolworths food range is also leading the way in improvements being made to product transparency on packaging with Health Star Ratings and Country of Origin labelling being rolled out across the range.”
With the new Woolworths food range customers able now able to pick from a range of new products include marinated butterflied chicken, award-winning ice cream, yoghurts and salads right through to crackers, cheese and cookies.
Even before any of the products make it to shelf, they undergo a rigorous process by the Woolworths Customer Tasting Panel at the Food Innovators Centre. A new online community called The Bunch has also been launched where everyday Woolworths customers are invited to try products from the Woolworths Food Range and share their ratings and reviews on the platform.
Agency: M&C Saatchi
Tom McFarlane – Creative Partner
Michael Andrews – Creative Director
Phil Leece – Associate Creative Director
Peta McDowell – Senior Art Director
Warren Marshall – Copywriter
Loren August – Executive Producer
Chloe Ribas – Strategy
Grant Morrell – Operations Director
Peter Murphy – Senior Artworker
Luke Renton – Digital Producer
Mitch McCausland – Digital Producer
Sarah Webb – Print Producer
Elliot Davis – Account Director
Jake Batty – Account Manager
Media: Carat
Jade Flay – Planning Director
Stephen O’Shea – Business Manager
Fran Mahony – Digital Director
Kris De Jesus – Digital Manager
Katie Rockliff – Strategy
Production Company: The Sweet Shop
Director: Campbell Hooper
Director of Photography: Lachlan Milne
24 Comments
Lurpak… ahem… Lurpak
Well done.
Yes they both have food. What else is similar?
No it may not be amazing but calling out every fucking ad on CB as a copy of a copy of a copy is getting real fucking tired.
I thought Lurpak as soon as I saw it too, and I’m not even an ad wanker.
Nice
What else is similar about it?
The copywriting.
Quite a few of the shots.
The sound design.
If you don’t want people to call you out on it, do something more original.
Its an insult to Lurpak comparing the two really. Just a lame attempt to do some macro and animation shots like it and clearly a reference, but not in the same league at all, aside from that why you would PR this in the first place? Does no one involved have any perspective as to how pedestrian it is?
Jesus does EVERY peice of work have to be referenced against something else?
You are all turning into advertising’s version of trainspotters.Who fucking cares?
It’s a beautifully shot,well edited, skillfully written,nicely orchestrated piece of work for a supermarket.Yes,a supermarket.
@Saturated Fat. The reason people call out ads as a copy is to point out the lack of creativity of someone that takes another ad and makes something so close it’s the first thing people think of when they see it. In this case, that is clearly Lurpak. There’s no denying it. And a poor copy at that. Maybe calling it out will make people think twice about doing it again and try and be a little bit more original and creative themselves.
So ‘Ah actually’ you’re not an ad wanker but you somehow just found yourself commenting on an ad,on a forum that is populated by ‘ad wankers’.
Hmmmm.
The style of VO delivery is similar too. The edit, and split screen technique is also similar. Shooting inside an appliance. It’s the combination of 6 or 7 similarities (in 30 seconds) that makes it worth being noted.
Dear Phil @10:12am,
Can I assume you’re driving a car that looks like no other car, wearing clothes that look like no other clothes, living in an apartment decorated like no other apartment.
Our job is to do whats right for our clients – if that means ‘copying, appropriating, or whatever you want to call it’ then so be it.
How many times have you referenced a bit of creative in your own work?
I’m sure WW’s are more aware of Lurpak and any other category-related advertising than most of us are.
Have you ever thought that WW’s might have asked for it and are very happy with the result – because they sure as hell are familiar with it.
M&C really should win a Hall of Fame Award for Services to Mediocrity.
Tried to buy their new ice cream at woollies in Crows nest on Sunday but they were sold out.Enough said.
This is why advertising is bullshit. Get off your high horses. It’s an ad for a supermarket. If it works for the client that’s a job well done. Not everything needs to be a ground breaking idea. Well done. Good job. Go home to your families and have a beautiful night cuddling up in front of the TV and not being a hero at work.
Every time i see that ice cream spot I want some.It’s seriously obscene.
thats all well and good….except client believe they are paying good money for original ideas…not rehashed commercials from the UK.
I find it laughable that anybody could possibly think that Lurpak invented and now own this style of presenting and shooting food.That’s the sad problem with so many advertising people that you constantly self reference.Maybe have a look at Eat.Drink.Man.Woman..-the film that has inspired more DP’s and Directors than any fucking butter TVC.Maybe also take a look at The Cook.Thief.etc.Or Timpopo.Or at any of the really good quality food shows on TV.
Broaden your horizons creative folk.It’s a big world out there.
Dear FFS saiid @8:40am,
Clients don’t pay good money for original ideas – they pay good money for good ideas that will help them solve their business problems, whether original, or not.
Sometimes, referencing,copying or using an existing idea that has worked elsewhere makes perfect sense because it’s been proven to have worked. That can save clients huge amounts of time and money – often two things a clients have little of. It also removes the risk of trying something unproven.
Look at it this way. You go to a doctor because you’re sick. The Dr fixes your problem by prescribing an existing drug because it’s been proven to fix your problem. Do you care if it’s not the first time that drug has been used? Truth is, you’re probably happier knowing it has been used many times before.
Advertising works like that because life works like that. ( that’s why you’re dressed like everybody else – Because your clothes have been proven to work and help you belong).
Well DearFFS with that kind of thinking original ideas should be a thing of the past.
Let’s hope your not in the industry for long.
Just because Lurpak did some good close ups in an ad, doesn’t mean that no other company is ever allowed to do close ups in the kitchen.
The ad is average, and there’s no need for anyone to be cranky with it.
Dear Andy
Don’t be foolish.
I think i know what FFS stands for-Full of Fucking Shit.
hI, We all are changing cycle. Every sphere of life, you will find new one instead of your familiar one. Our food habit is getting changed day by day for various reason. So, we should be care about it. Rose Fanta