Magazine article Marketing

Woolworths Wins over Viewers with a Wealth of Choice

Magazine article Marketing

Woolworths Wins over Viewers with a Wealth of Choice

Article excerpt

Woolworths' Christmas ads use stars to remind us of the wide range of items it stocks.

We know Christmas is just around the corner when Woolworths launches its seasonal ad campaign. This year's festive offering, created by Bates UK, went straight into the Adwatch number one slot last week and stayed there with 76% recall.

The campaign consists of six television ads, five of which feature TV celebrities, whose presence reminds Woolies shoppers what it was they went into the store for. Sir Norman Wisdom walking into a post reminds a man to buy nutcrackers; the sight of Ian McCaskill helps a woman remember to get an umbrella; and Richard Whiteley prompts another woman to go back for a scrabble boardgame. The other ads feature Murray Walker and Uri Geller.

The campaign continues along the theme introduced last year -- that there are so many good products to choose from in Woolworths that you might forget what you went in for. …

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