Woolworths launches new positioning 'My Kind of Woolies'

Woolworths, the largest grocery store in Australia, after a few tough years of price and worker scandals, 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.

With 15 x 15" one-shot films and a suite of OOH that documented observed human moments. No ad-ness, over-explaining or brand theatre. Just realism, restraint, and a camera.