Woolworths
That's Today's Fresh Food People
Insight
With increasing competition from Aldi and a discount-happy Coles, Woolworths needed a brand refresh that rediscovered its friendly, Aussie tone of voice. The new approach had to be simple, flexible, and consumer-focused. Over fourteen million Australians shop at Woolworths every week for countless reasons: price, value, experience, and service. Woolworths is the grocer that’s always ready to explain exactly what’s in season.
Idea
The key to our campaign was making it consumer-focused rather than Woolworths-focused. This approach allowed us to explain both the rational and emotional reasons why Australians choose to shop at Woolworths. ‘That’s why I pick Woolies’ was born. Simple and colloquial, it allowed us to tell a variety of customer stories while maintaining our fresh food credentials. After all, there’s nothing more natural than the word ‘pick.’ It’s what Woolworths farmers and growers do every single morning.
Impact
I worked on Woolworths for over a year, contributing to a wide range of projects. My work included designing websites, creating digital display board animations, working on the main e-commerce website, and developing a B2B website. I also worked on their rewards card program and numerous other assets. This comprehensive involvement allowed me to help shape the brand's refreshed image and deliver a cohesive, consumer-centric experience across multiple platforms.
