To mark the official return of the Woolworths brand to New Zealand today, the supermarket has launched a new campaign: “That Fresh Food Feeling”.
Using in-store and outdoor screens, the campaign puts a stake in the ground and shows the beginning of a journey for Woolworths NZ to become famous for fresh.
The brand, “That Fresh Food Feeling” also encompasses all aspects of Woolworths NZ that puts care, value, convenience and community into everything it does.
The launch will be supported by sampling in store and special Everyday Rewards member prices and boosts.
The campaign will utilise a variety of high reach and high impact media channels, and will be supported with a strong in-store offering and seamless online customer journey.
The TV spot includes iconic Kiwi moments, demonstrating Woolworths’ connection to New Zealand and to the communities it serves.
Bríd Drohan-Stewart, Director, Brand Woolworths New Zealand said: “This is a really exciting time for us at Woolworths NZ. Since we announced our transformation last year, we have been working at pace to provide more value for our team and our customers.
“Today we can showcase the new look and feel of the return of the Woolworths brand to New Zealand.”
M&C Saatchi New Zealand Executive Creative Director, Paul Hankinson, commented: “The Fresh Food Feeling is about so much more than food per se. It’s about the magical ways in which it informs the human experience.
“How food can instantly transport us back to moments that are coded into our memories, how it’s the thing we connect around, how it’s the most universal medium via which we communicate our love.”
Credits
Audio
Liquid Studios
Music Re-arrangement: Peter van der Fluit
Sound Design: Craig Matuschka
Music & Sound Producer: Tamara O’Neill
Song: Feeling Good
Publisher: Cromwell Music of Australia PTY Ltd
Recording: Liquid Studios
Music Supervision: Level Two Music
Production company: Finch
Director: Zia Mandviwalla
Managing Director/Executive producer: Corey Esse
Executive Producer: Rebekah ‘Bex’ Kelly
Producer: Duncan Bernard
DOP: Marty Willians
Agencies:
M&C Saatchi, dentsu, Wellcom
Woolworths New Zealand
Director Brand: Bríd Drohan-Stewart
Senior Marketing Manager Brand Systems: Vanessa Berry
Brand Communications Manager: Laura Wormald
Marketing Manager: Charlotte Searle
