‘Always at Woolworths’ has replaced leading Australian retailer’s ‘Cheap Cheap’ campaign as Woolworths focuses on price-based marketing, reports Fairfax.
The new campaign will run across digital, print and broadcast media as part of a A$500m investment into its everyday-low-value pricing strategy that has replaced its old high-low pricing model.
The move comes as competition has heated up with rival retailer Coles, and German-headquartered discounter Aldi, which is increasing its share of the Australian retail market.
'Woolworths always calls out its value offer to our customers, and the new 'low prices, always' campaign does just that,' a Woolworths spokesman told Fairfax. 'It tells our customers than on hundreds of products across our stores they can expect the same low prices – week-in, week-out, the prices will be remaining at the low price.'
After its ‘Cheap Cheap’ campaign came under fire for its similarity to rival Coles’ ‘Down Down’ campaign, marketing agency Leo Burnett has created Woolworths’ new campaign that echoes’ Coles ‘Low Prices Everyday’ campaign.
