Woolworths reimagines The Fresh Food People for today in new campaign via M&C Saatchi
Woolworths is reaffirming its commitment to being the Fresh Food People with a reimagined ethos and campaign launching from today via M&C Saatchi Sydney.
Today’s Fresh Food People puts customers’ current and future priorities at the forefront and supports Woolworths’ ambition to be the country’s most loved and trusted brand.
Today’s Fresh Food People continues to celebrate locally grown fresh food, but also puts Woolworths’ diverse team across Supermarkets, Metro stores, online and the Woolworths Food Company at its heart by putting a spotlight on the care they show for all Australians. How Woolworths is helping the country grow greener; making healthier easier, and allowing customers to shop their way are also key components of Today’s Fresh Food People.
More than just a brand platform, customers will experience what Today’s Fresh Food People means across their entire shopping experience, whether online or in-store, as well as an ongoing commitment to make healthier products more affordable.
Says Andrew Hicks, group chief marketing officer, Woolworths: “Australia and the world has changed profoundly over the last 18 months, and so have the expectations of our customers. As today’s fresh food people, we need to evolve and grow with them.
“We’ve been known as The Fresh Food People for more than 30 years; it’s an important part of our identity and heritage. Now is the right time to start a new chapter with Today’s Fresh Food People.
“It will continue our focus on our team bringing a little good to everyone everyday while ensuring our priorities match customers’ expectations on how we can create a better tomorrow for all Australians. Keeping Australians COVIDSafe and the care we show for team and customers during these times will also continue and be a key part of what it means to be Today’s Fresh Food People.”
A new brand campaign will begin the journey of communicating Today’s Fresh Food People, starting with a television commercial scheduled to premier during the Opening Ceremony of the Tokyo Olympic Games tonight.
Says Hicks: “As the proud fresh food partner of the Olympic and Paralympic Games, we’re excited to begin communicating Today’s Fresh Food People to our customers during the Opening Ceremony. Fresh food plays a huge role in helping our world class athletes train and perform at their peak, and this felt like the right opportunity to celebrate a new chapter with our customers.”
Woolworths
Andrew Hicks – Chief Marketing Officer
Nick Chapman – Director, Brand Expression
Cassie Wheeler – Head of Marketing Communications
Evette Sanders – Marketing Communications Planner
Gabrielle Lum Mow – Marketing Communications Planner
Kara Landrigan – Marketing Communications Specialist
Helene Herbert – Marketing communications Specialist
Jo Rose – General Manager, Brand Strategy and Ecosystem
Tommy Holt – Senior Manager, Brand Propositions
Amanda Law – Planner, Brand Propositions
Creative, M&C Saatchi:
Creative Partner – Tom McFarlane
Creative Director – Phil Leece
Creative Group Head – Peta McDowell
General Manager – Lisa Milner
Group Account Director – Lou Rice
Senior Account Director – Janine Allan
Executive Producer – Karen Muxworthy
Strategy Partner – Sophie Ayles
Strategy Director – Damien Eames
Production:
Production Company: Sweetshop
Director: Campbell Hooper
Producer: Allison Lockwood
DOP: Andrew Stroud
Film Art Director: Tom Churchill-Brown
Post Production:
Editing Company: The Editors
Editor: Stuart Morley
Producer: Olivia Reddy
Post finishing & Design: Resolution Design
Flame artists: Stuart Cadzow and Doron Man
Colourist: Ben Eagleton
Executive Producer: Amanda Cairns-Cowan
Sound production:
Music/sound: Song Zu
Composer: Ramesh Sathiah
Sound Engineer: Abigail Sie
Producer: Alexa Tonkin
64 Comments
Good stuff. Well branded. Easy, charming, simple execution. Great use of green. Great link with sustainability, Australia and diversity without being too precious. Exactly what every WW employee or customer would be happy to see. Won’t win any awards, but will win the hearts and minds of lots of customers.
Hey, how will it win the hearts and minds of customers? Please explain.
By WW employee do you mean weight watchers
was the point of this?
Very interesting that campaign brief allows diverse ads, but won’t allow you to simply repeat the diversity of the ad in a comment.
How strange.
I worked on the fresh food people way back and have often wondered why they didn’t bring it back.It’s such an Aussie classic so well done.
you guys are the green ones right? Not the red ones.. my bad… I get confused…
Catchy, Fun, Green. Good.
It’s just a pleasure to watch
Just watched this after seeing the new Coles work elsewhere and find it interesting the difference that light can make in a film.The Woolies spot just feels so much more optimistic than the gloominess of Coles.Although know that look is quite fashionable now.I dunno I just think people might prefer a bit of brightness in these dark times.
It’s catchy, sweet and simple and easy to like.
What more do you want from a supermarket?
Good stuff.
but I’d like an idea
Ideas don’t come much bigger in today’s world than owning ‘green’.
So, for me, it’s a very big idea.
“owning green”?
agreed. that’s bigly huge.
would look great on a slide.
if that’s your thing…
Thank you Mr Goldstein
Wonder when Woolies will stop investing in pokies.
July 1 2021
We are living in a seriously dark and depressing time. This is unbelievably happy, bright, positive and green. What’s not to love about it?
so catchy. very positive during a dull time.
Another feel good Woolies ad from Tom Mac, the legendary brand builder
What Oscar said.
Bloody solid, solid stuff.
as “Stuff the boring…..” says – this ad is a lovely, bright feel good moment that is reassuring, positive and generous in spirit – it wins on all fronts in what is a challenging time for us all…can’t ask for much more from a major brand campaign
There was a colour to describe how un-envious I am with this work?
Those T bones look good enough to be from Victor Churchill.
Seeing we are in the Olympics: WOOLIES 10 v Coles 0
The one TVC I’m happy to watch over and over again during the Olympics (and beyond!)
My kids are already starting to learn the catchy song.
I’ll be shopping at Woolies from now on.
Seeing the two ads during the Olympics, coles was forgettable – even missable – and woolies was something that made me smile, was super obvious who it was from, and I wanted to watch again. Woolies win this one easily
Is this about health, staff, renewable energy or product range?
Throw a ball, it’ll be caught. Throw 5 – none.
Nothing is single minded anymore. Can we go back?
You remembered them all… love the 1970s ad reference though
The fake comments in this thread are laughable
‘The one TVC I’m happy to watch over and over again during the Olympics (and beyond!)’
ha! You are joking right!
Who in their right mind wants to watch ads! Give it a rest please, it’s embarrassingly obvious
Seen this about 10 times during the Olympics and still like it.
Bright, happy, catchy as others have noted above.
Agree completely with WOW….obviously the positive posts are from M&C.
Just feels like a cliched supermarket ad.
The punter will love this ad.
Sad, but not suprising, to see so many in our industry out of touch with middle Australia.
‘Who in their right mind wants to watch ads!’
The delicious irony in this statement has made my day.
The ONLY reason to be here Wow is to watch ads you moron.
I’m talking about the general public.
You know, the actual market.
Not some circle jerking bunch of spanks from adland
I’m not an ad person and no but appreciate ads as a necessary evil. This series of ads were a pleasure to watch and listen to. I didn’t get tired of them. So catchy. You might be out of touch.
Not only do most people visiting CB love watching ads ,for many it is their livelihood.It’s what they do to earn money to provide for themselves and their families.If that’s not you go someplace else.For my two cents worth I think this is very good work in the toughest of categories.
No one loves watching ads xak – not even people on CB.
They might love advertising, or they might love a particular ad – but NO ONE likes watching ads. They like Netflix, and ad blockers.
Hence my point that whoever it was that suggested they would ‘love to watch this ad over and over again’ is laughably fake.
Woolworths is cheap then Coles I spend about $10,000 in 13 month $200/$300 every 14 days they have fresh mark down meats and good home brand I save $200 on trays of meats I do t shop any where else only there
Using their colour green so well is a no brainer.
What took them so long?
It’s a simple idea, executed well. Lots of happy people, healthy food, nice jingle and loads of green. It made me feel good…. so yeah, it works.
This just brings a smile to my face. I know it doesn’t have an amazing idea at the heart of it, I know it’s as heavily branded as an ad can get, I know we’ve had rhyming ads for pretty much every category over the past few years, but I just find this fun and charming and … just likeable.
This fantastically mediocre!
As usual everyone underestimates the soundtrack.A large part of the joy in this film comes from the music.It is especially worthy of applause because the wizards at Song Zu had to work with rejuvenating a decades old jingle.
Well done Mesh,it is a another tribute to you and the crew.
I have been hearing this track over and over again, all weekend.
And nope – Im not sick of it yet. I love it.
Great tune! Nice work.
Just got onto this spot.Gotta say it’s lovely work by Mr Hooper.
The electric hair gave me a smile.Well done bro.
Worst add on tv for a long time which is hard call when its up against the rspca fake people adds. if you are in advertising please listen…. we the people have had enough of the rhyming add and hyped up voices that send us running for the remote. Honestly do you think your audience are childish halfwits? We will no longer be shopping at woolies due to the add as we have done with other businesses that run annoying campaigns. Take a lesson from CBA and the recent add that has been quickly replaced which involved a red headed lady with a very low IQ doing her best to act like an animated tosser, best day this week was to see that billboard disappear in record time. Business owners If you think these annoying adds dont have an effect please consider that CBA just missed out on getting our home loan due to the fact that neither my wife and I wanted to borrow from a bank that seen customer as portrayed in ads. Nearly as bad as the st george add where the creepy employee chase the customer home to return a wallet.
Try comedy, try clever and if you cant do that just copy ebays recent campaign which is brilliant advertising, the polar opposite of the woolies campain.
I saw this ad recently, and it gives the ADHD-friendly, (probably US-made) DoorDash “Every Flavor Welcome” ads a run for their money. Just a bit more mature but still fun and unique. When I see work like this, I don’t get frustrated or envious. It gives me hope that work like this can still be made, and it’s not all slow-motion moodiness in wine country. Even if something isn’t to your specific taste, I think certain ads are undeniable in their creativity and execution. To say otherwise just shows a bit of pain on the writer. let’s not kid ourselves.
It’s always at about comment number 42 and around 5 days after the work has been posted that the Nutjobs appear.
Hi there Coastwatch and OhDear-right on time.
So true! There have been some absolute doozies over the years. Coastwatch is up there amongst the elite.
Having a nice day riding on your unicorn? If you like this rubbish add you have more problems than a shrink could fix
This ad is driving me crazy, I actively yell at the TV when it comes on 100 times a day. It makes me NOT want to ever shop at Woolworths. Give it a rest already!!!!
Really? We are so sorry. We’re getting in touch with the media company now to pull all future spots. Sorry for the inconvenience.
If you are watching TV day after day that is worrying.
Go for a walk or a bicycle ride.Get a hobby.Make new friends.It’s not Woolies fault that your life is so insular.
This weekend is a good time to start.
I am not bored it makes me feel good,which is how I want to feel with all the crap going on around us.
Is Mr Goldstein in the current advertisement an employee or a customer. It is causing some friendly debate within the family. Appreciate your response. Kindest the husband who thinks he is an employee.
PS We like the advertisement.
Is Mrs boyce rejoices
Reckon the family are right Nev.Mr G is shopping as you can see by his basket of celery and things.
Gotta say the casting is very good in this spot.
I think I know what they were trying to achieve but unfortunately am not sure that the execution delivered.
Love it, well done to all involved.
i like the adv. It moves the relationship a couple of decades from push selling. Its fun
How come the the service station attendant from fat pizza is on the ad, and Irene we have all seen her from somewhere, not paid actors at all hehe
Who the heck is Mrs. Boyce? I saw the sign and asked the staff. They had no idea either. It seems so random!