Source: Ad News

Story By: David Blight

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.

To read the full story, follow this link: www.adnews.com.au/adnews/woolies-campaign-takes-battle-to-coles