Woolworths unveils fresh ‘fresh food’ campaign

Woolworths on Sunday unveiled a new advertising and branding campaign it says marks “a fresh promise to our customers” to be ‘Australia’s fresh food people’.

It’s a subtle change to its long-running slogan “the Fresh Food People” and aimed at addressing consumer misunderstandings of where the chain’s fresh foods are sourced from.

MD of Woolworths supermarket and petrol division, Tjeerd Jegen, says the company want to become Australia’s most trusted brand.

“Today we embark on a new journey for our company. We have a proud history at Woolworths of bringing Australians outstanding fresh food and value. We are building on this and our new campaign marks the start of a new promise to our customers as `Australia’s Fresh Food People’,” he said in a statement.

“By serving Australians with great quality fresh food from our very own backyard, as well as great value, we will live up to our ambition to be Australia’s most trusted brand.

“Ultimately we want shoppers to know that when they buy their fresh food with us they can feel proud that they are supporting a great Australian company as well as Australian farmers and suppliers.”

The new TV advertising campaign commenced Sunday night and featured nine members of Woolworths’ Fresh Food staff.  

“Our renewed focus on our people is testament to the faith we have that Woolworths’ people are our greatest asset,” Jegen said.

A new theme song highlights “the rhythm of the seasons and celebrates that every day, every week, every month of the year, Woolies people open the doors to our stores and bake the freshest bread, serve the freshest fruit and veg and the best quality Australian meat and seafood,” he said.

Woolworths had earlier contracted Galaxy Research to survey consumer attitudes and knowledge of the source of Woolworths’ products. That research found extremely low levels of customer awareness with most respondents saying they believed about 40 per cent of fruit and vegetables sold in supermarkets is imported.

Woolworths maintain that 96 per cent of its fresh produce is Australian grown.

Consumers think about 50 per cent or less of fresh meat is Australian grown, but Woolworths says all of its fresh meat is locally produced.

There is also a significant lack of awareness about where Australia’s fruit and vegetables and meat come from and its freshness by the time it gets to store.

“There is little doubt that supermarkets can be doing a better job in informing customers about who we are and how we are able to deliver the best fresh food in the country. That’s why Woolworths is embarking on a multi-million dollar brand and consumer awareness campaign,” said Jegen.

“As Australia’s iconic fresh food retailer we are reaching out to customers. We have a responsibility as Australia’s largest national supermarket to better explain to customers where their food comes from and to improve their shopping experience,” Jegen said.

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