Retail in Asia

Woolworths asks M&C Saatchi to refresh its brand

Woolworths is working on a new supermarket advertising campaign after appointing its third creative agency in five years, ending its relationship with Leo Burnett in favour of long-time partner M&C Saatchi.

Australia’s largest retailer is looking at new ways to differentiate itself from arch rival Coles and restore same-store sales growth after a series of advertising missteps over the past few years.

Woolworths’ iconic Fresh Food People campaign, created by Leo Burnett almost 30 years ago and refreshed by Droga5 three years ago, is still being aired.