Can you change perception and build a brand while you do hard retail?

Australians have been hit over the head with years of the Coles’ ‘down down’ campaign. This bashing has created the perception that Woolworths is more expensive.

This campaign had the intimidating challenge of changing that perception while building a new brand, while selling specific products.

The trick was doing it in a way that only Woolworths could – with warmth, authenticity and humanity. We created a family that was real and modern. For the first time, Dad is the main grocery buyer and cook, while Mum works and the kids are always hungry.

It helped brand results continue their dramatic move up, products sold up to 40% more, and social media gave our modern Dad the big thumbs up.