EXCLUSIVE: Woolworths general manager of marketing Luke Dunkerley has said the recently-launched “Woolies” campaign is the latest salvo in an increasingly heated supermarket war with Coles.
Earlier this month Woolworths launched a brand campaign via M&C Saatchi called “My Woolies”, which features Woolworths workers and customers using the colloquial term “Woolies” in order to create a sense of local connection.
The recent burst of Coles advertising, created by Ted Horton’s Big Red, stands in marked contrast, using retail advertising tactics rather than a larger brand piece. The price and product-based advertising uses Coles staff to stress the message, “Down, down, prices are going down”.
Dunkerley said the use of the term “Woolies” signifies a new direction for the brand, as Woolworths strives to rake market share from its rival.
“There has always been a fierce battle between the supermarkets, but at the moment, the intensity seems pretty high,” he said. “We’ve gone with the brand campaign because the value of our brand is much deeper than just product and price. We’re not so one-dimensional.”
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