Woolworths ‘welcomes Australia’s fresh food people’ with new ad campaign tonight via Droga5
Woolworths is launching its new ad campaign tonight, but fresh food people is still the main message, the first major debut work from new agency Droga5 Australia.
Says Tjeerd Jegen, managing director of Woolworths supermarkets: “Today we embark on a new journey for our company. We have a proud history at Woolworths of bringing Australians outstanding fresh food and value. We are building on this and our new campaign marks the start of a new promise to our customers as ‘Australia’s Fresh Food People’.
“A new ad campaign, which commences tonight, features nine real Woolworths Fresh Food people. Our renewed focus on our people is testament to the faith we have that Woolworths’ people are our greatest asset.
“Coupled with that is our new theme song, which highlights the rhythm of the seasons and celebrates that every day, every week, every month of the year, Woolies people open the doors to our stores and bake the freshest bread, serve the freshest fruit and veg and the best quality Australian meat and seafood.”
62 Comments
WTF was that ?
I like this, I didn’t think I would but I do. But can’t help but feel that the freeze frame and supers on the people were an afterthought and as a result feel undeveloped and a missed opportunity to do something cool.
It says nothing new and punters won’t believe it anyway.
weird
Oh dear. Trying way too hard.
Sorry, I actually criticised Normie Rowe but at least he was honest in just being atrocious…these are pretentiously diabolical ..what’s happening to Australia…two of the supposedly best agencies produce work like Coles and Woolworths
Interesting bit of film, but why the hell would anyone want to go the web site to meet these fairly boring characters?
When you put a square plug through a round hole, you dont get a circle.
You get a square with cut corners.
The people who will love this the most?
Coles.
The ultimate test of creativity vs parochialism
nup.
Love the song. Makes you keep watching. We frequent Safeway in Waurn Ponds. Well managed and very competitive. Very impressed.
I like it! Finally some creativity, fresh ideas & a catchy tune that isnt annoying.
Its a distinct update from the previous ads – which was well overdue. Well done.
Slicker says- someone contributing to this blog lives in waurn ponds?
Oh please!
More farmers more staff same old same old.
It’s like Ted’s stuff, only with a cooler director… Same dog, more fashionable leg’s.
About bloody time. Well done D5!
I like it…simple as that. I love the track, and I like the pics.
When all is said and done, what more do you need than for punters to like it.
I think the ad is pretty good for what it is but why oh why the stupid fake digital integration afterthought offering the chance to meet the characters in the ad???? Who the fuck do they think will go there apart from staff and those with no lives at all?
And there I was thinking that Woolworths was the largest retail group in Australia… with the most pokies, the most booze outlets and the most pubs. A company that, along with Wesfarmers, has put countless independents out of business.
Instead, I discover they’re actually a collection of charismatic and unique everyday Australian battlers: the butcher, the baker, the slightly odd bloke who grows spuds and jousts on his days off.
It’s always fascinating when a brand decides to base its entire marketing strategy on a great big fucking lie.
It feels fresh helped in no small part by that beautiful music track. Well done D5.
I think this is good. It’s got some sophistication to it and some production values. It makes me feel good about Woolworths. Counter that with Coles – it feels cheap and nasty, not sophisticated and has very little production value. I’d say the average Australian would recognise that. Let’s see what comes next and hope it continues. Well done.
Nice. But why is everyone so, well, um, white?
Dear Good,
I’d say the average Australian isn’t that sophisticated and doesn’t give a rats arse for production values.
Nice as this is, it ain’t going to be causing Coles any sleepless nights.
That’s precisely why it’s wrong, 10:35. You’re talking about stuff the average shopper couldn’t give a rat’s arse about.
People aren’t that stupid. They know its the monopoly that put the fishmongers & butchers out of business. Its foolish to try and hide that.
And where is Gupta the stockist?
Why doesn’t anyone put their proper names on their comments? Differences of opinion are everyones right but so often the comments are “hisses” and with the Pseudonyms only, they just sound like sour grapes and not an opinion that is worthy of being heard. Katy Young
Nice direction – but it doesn’t cover up the fact that it’s just another classic example of the formulaic strategy/creative: – when you haven’t got a lot to say, shit the focus to the people being real.
The ad is watchable but unfortunately any desire to create a genuine emotion is instantly nullified by the trite ‘quirky’ music treatment. One view was quite enough to instill the feeling of ad nauseam, which will only get worse over the next few week I’m sure.
I like this a lot. It is different and interesting and a nice change from the usual boring as hell supermarket advertising. And the track is perfect.
I give it a thumbs up..
I bet when the director got the script he thought cripes! how am I going to save this ! But who ever was the main person or people driving the artistic side of the execution really pulled together a fun little film. I really enjoyed it. Best ad I have ever seen come from the brand before.
Gives Wollies a little bit of heart as well.
Good work guys. Watching it again now. 🙂
Like I said, I like it.
I didn’t see 12:09’s comment before I wrote mine which appeared 2 minutes later. Proof that there seems to be an overwhelming feeling that this is pretentious twaddle influenced by fashion trends in the advertising business.
oooh its so easy to look at a brand like woolworths and say the ad the ad should be this or that. As my mate across from me said – they have made an ad that actually humanises woolworths – if only for a minute. That’s a success in itself. For those of you who could have ‘made a much better ad’ – then why are you working in this industry? You must be a damn miracle worker: get a job in politics turn the local economy around, fix Greece and while you’re at it, turn some water into wine.
I like it, surreal.
I also think it is spooky that we both used the phrase “rats arse”
-12:09
why didn’t they feature hot checkout babes? their only people at woolies anyone gives a shit about!
Other than I now know that people work at Woolworths, what has this ad actually told me?
Coles ads are fucking shit, but at least I know that the prices are low and that’s the only reason people go there.
I’m not buying sodding jeans.
This is the same s..t M&C were doing with better pictures and different jingle.
you’ve got do something different. This is not going to win back market share.
If they are so Australian why did they just move their I.T. and other internal call centres to India????
Why a different font in the TVC to the full page ads that appeared today?
Typical Australians. Tall poppy syndrome. Nothing good to say about anything. Woolies is a big boat to turn around I admire them for having a crack. Too many junior account handlers from crap agencies making weighty comments.
Good on D5. And no – I don’t work there, but wish I did.
Exactly, ANDY. This is a new take on the same old same old, but done to impress art directors. No new thinking whatsoever. How marvellously cynical. But why care if you’ve got a whopper account that pays the bills?
Don’t believe the hype, Droga 5 simply not living up to it
Dangerous! The message is “If I want to get Love, go down to Woolies”. Naturally I’ll go to the cute staffers. Somehow I sense rejection and embarrassment.
Its good, better than anything coles could come up with
song title and artist? anyone?
Hate the song/singer. Have to change channels every time it comes on. Soooo annoying.
Truely, truely, truely awful. These buggers are bitterly sarcastic towards the marketing efforts of their suppliers, and then produce this shite. The next time a buyer has a crack, I’ll mention this little wonder along with the Macro Hippy.
Almost as crap as their fruit and veg.
I like it. Yes it’s a continuation of the same theme, but as MC said, it humanises Woolworths for me, for those minutes. I too want to know the name of the song used, please?
hate this ad so patronising and stupid…change station every time it comes on how stupidly desperate do they think people are that they care or would think that we would care to go to a website to view these people..ridiculous.. thank god i have aldi to shop at as i will never set foot in a woolworths store again..ill let my feet do the walking…cheers
Fantastic, very funny, love it keep up the great work..
Step right up folks have a looky here at what the clever creative people at Droga4.99 have come up with. Wow it’s a whole new fresher than fresh approach, with real farmers and real pretend people, you know just like the ones M&C shot for 10 years, but noooo it really is super clever cos they’ve used one of those retro old time music tracks, you know just like the ones on those cool award reels, and ohhh my god I nearly forgot those clever little D4.99 people have come up with another really really major groundbreaking brand new tag line that ads the word ‘Australian’ to the old tag line! Oh god that’ll do me.
I cannot stand this advert. More specifically, I cannot stand the advertiser’s arrogance; its condescending portrayal of people who work in the industry, the try-hard use of “quaint”, “olden days” type music to convince us of Woolworths “traditional values”, and the fact that they think people are not bright enough to be painfully aware of how patronising the advert is towards consumers.
However, it’s the sound of the helium-voiced singer that makes me ‘mute’ the ad every time.
I cant stand that song. I mute it or turn the channel every time is starts.
That ad is crap, and Embarrassing for woolies workers who the hell jumps around and gets excited about a freaking truck pullin up, show us the. Checkout chicks, the poor buggers who really do cop the crap from the public while just trying to earn a dollar, while management sits on there ass reaping the benefits, fake woolworths your fake,
It’s the song, the voice, and the music that makes me turn it off immediately I know it’s starting..cannot stand it!
ARE YOU SERIOUS? THIS IS THE WORST ADD CAMPAIN I HAVE EVER SEEN! IT MAKES ME SICK!!! THE TOSSPOT STORE MANAGER WHO THINKS HIS STORE IS A STAGE SAVES A FALLING CHILLI FROM A BASKET, GROWS ANGEL WINGS SO THE ASIAN FAMILY CAN ENJOY THEIR CHILLI PRAWNS ALL THANKS TO HIM! WHO WRITES THIS CRUD AND MORE TO THE POINT WHO GETS PAID FOR THIS FICTITIOUS CONDESCENDING OH WE ARE SO MULTICULTURAL BOLLOCKS!
PUKE!
So sick of these big evil money hungry companies trying to flog to ordinary Australians that they are the “good guys”. Why don’t we see the real facts about how much alcohol and pokies they own which wreck people’s lives?? And another thing – why don’t the shopping centres I shop at don’t look and stock fresh veggies and fruit like they advertise? Should be a law against it. Dogs.
I like it! Catchy song.
Better than the Coles ads, they have to import a fat pommy unfunny so and so.
Coles couldnt even get an Aussie??
I actually love this ad. The music is quirky and the people are funny. Why does everyone have to be so negative? Get off your high horses and just look for the goodness in life.
Love the song, I sing along every time it comes on. I don’t know all the words just yet but I will just to annoy my kids. I LOVE YOU……
Thank God for the mute button on the remote I hate the ad and I hate the song. Why is it that the two main supermarkets have the worst ads. I used to like Dawn French but having high pitched females screeching at me makes me turn over the channel
When I shop I can use either Woolworths or Coles and I use whatever is convenient.
Also the staff featured in their ad seem to be majority white Australian which hardly reflect the staff actually in the stores behind the counters.
I’m gratefull the ads have trailed away of late. The phenomena of adult women being encouraged, or perhaps even sometimes pressured, to behave or sound like pre-pubescent children kind of creeps me out. I really don’t “get” the appeal of it.