WOOLWORTHS LAUNCHES
NEW POSITIONING 'My Kind of Woolies'
The largest grocery store in Australia, Woolworths went from the most trusted brand in the country to one of the least.
This brand relaunch was their first step in fixing that, with a reputation for serving its own interests. We gave their voice back to the customer with 'My Kind of Woolies'.
With a new platform, look, and tone of voice, we convinced the brand to take a backseat and reframe what their products and services actually mean in the lives of real Aussies.
A suite of OOH that documented real life, as it is, with the brand's food and services intentional incidental.
AGENCY: M+C SAATCHI
DATE: 2026
Rather than one long hero film we launched with fifteen 15" films here's a supercut of some of them
For e-commerce we showed the convinenance Woolies delivery enables in the lives of Aussies.
Creative viewed at 7:00pm
We followed real orders around Australia and photographed proof-of-delivery on Aussie doorsteps to show how Woolies delivers from sunrise to well past sunset.
Minute by minute live react OOH.
On the way home from work Aussies see the convenience of our ready to bake dinners, which could be ready in the same time as their commute.
A suite of OOH that documented real life, as it is, with the brand's food and services intentional incidental.