Woolworths winning the race to Christmas lunch

Woolworths winning the race to Christmas lunch
SHARE
THIS


What best describes you?

Christmas advertising has experienced an “upsurge” this year and Woolworths is the clear frontrunner in the race to provide the Christmas turkey, according to one branding expert.

Tim Riches, managing director of Designworks, told B&T retailers have ramped up their marketing efforts in the lead up to Christmas 2013.

“The major supermarkets in particular seem to be placing more emphases on it this year and doing so in a high profile way,” Riches said.

Christmas is a key time for the supermarkets to build on their largely functional relationship with consumers and attempt to forge a genuine connection, according to Riches.

A look at the brands’ first lot of Christmas ads has put Woolworths shopping trolley in front.

Coles two-pronged approach with Curtis Stone and Heston Blumenthal is interesting, according to Riches, but he said both are “single-mindedly around product”.

Curtis adds authority to Coles’ quality claims while Blumenthal ramps up the luxuriousness with his line of goodies and his high-end food credentials.

“But both of those ads are still very product centric whereas the Woolies one brings in a social connection.”

The Woolworths Christmas ad (below), the first featuring Jamie Oliver since the partnership was announced, was shot in London and features expat Australians.

Riches says the spot has a “human connection the others lack” and said it was “beautifully done”.

“The nice thing about Jamie is that he has a foot in the everyday and a foot in the gourmet. So he can cover broadly the same kind of credibility turf of the Curtis/Heston combination.”

However, the relationship with Oliver is set to be a long-term challenge for Woolies.

“He is there with an agenda, and fair play to him because that is how he drives his own personal brand. The question is whether Woolies can play nice over time around that agenda.”

The partnership has already seen Woolworths commit to phasing out caged whole eggs by 2018 and to sell only RSPCA, or equivalent approved, chicken by the end of 2014.

“I suspect Heston will be easier to get along with than Jamie and I think they [Coles] will use him in a limited and more focused way. Just not sure that partnership will have the same potential impact.”

Coles has brought on board food superstar Heston Blumenthal and Woolworths has recruited Jamie Oliver, with both featuring in the supermarket giants’ Christmas ads.

http://www.youtube.com/watch?v=WRmCRsMJbGg

http://www.youtube.com/watch?v=P9yfVgSyyf0

Do you have a favourite Christmas ad? Let us know by leaving a comment in the form below.

Please login with linkedin to comment

Latest News

The Advertising ID Consortium Welcomes New Platform Partners
  • Advertising

The Advertising ID Consortium Welcomes New Platform Partners

The Advertising ID Consortium – the open identity solution for the digital advertising ecosystem – has announced new platform partners. Since the Consortium’s announcement in May 2017, the founding members have established a governance framework and product specification that includes an open and standardised cookie and accessible people-based identifiers, delivered in a secure, privacy conscious […]

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand
  • Marketing

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand

Australian in-store music provider Marketing Melodies has announced an exclusive reseller agreement with Spotify-backed Soundtrack Your Brand for the Australia and New Zealand markets. Founded in Sweden in 2013, Soundtrack Your Brand was developed to kill bad background music. Its flagship solution, Soundtrack Business, is a music streaming platform licensed for commercial and public spaces. The […]

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia
  • Advertising
  • Marketing

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia

Customer acquisition firm Social Garden has become the first business in Australia to achieve Bronze status on Snapchat. Among the new benefits Social Garden will receive as a result of its Bronze status is access to beta versions of Snapchat data tools, such as the Snapchat Conversion Pixel, as well as being among the first […]

Hypetap Appoints Nuffnang’s Chris Morfis As GM
  • Marketing

Hypetap Appoints Nuffnang’s Chris Morfis As GM

Influencer marketing player Hypetap has made its second senior hire in less than a month, appointing Chris Morfis as the company’s general manager. Joining from influencer marketing provider Nuffnang Australia, Morfis will guide Hypetap’s growing team, providing strategic direction to accelerate the company’s growth, as well as leading operations and managing relationships with key partners. Morfis’ appointment will […]

On Air sign in a studio broadcasting via radio, podcast or wireless transmission.
  • Media

ARN Announces Departure Of Content Director & Radio Veteran

Australian Radio Network (ARN) has announced that Charlie Fox, content Director for WSFM and The Edge, and WSFM morning announcer Ron E Sparks, have departed. Fox has been with ARN since 2005, and Sparks joined WSFM in 2002. ARN national content director Duncan Campbell said the departure of Fox and Sparks are part of the […]

OMD Announces New MD For Melbourne
  • Media

OMD Announces New MD For Melbourne

OMD unveils new Melbourne MD, and it certainly wasn't among any of B&T's picks. Not that we were picking, mind you.

Sydney Festival Chooses Brightcove To Enhance Online Video Content
  • Media

Sydney Festival Chooses Brightcove To Enhance Online Video Content

Video cloud service Brightcove has announced that Sydney Festival has selected the platform to improve its user experience through online video content. Brightcove will do so by removing third-party branding and pre-roll ads, as well as adding autoplay functionality, ahead of the event in January. Leveraging the Brightcove video platform to host and publish video […]

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

Remember the old Palmolive soap ad that asked, "Don't wait to be told"? This is sort of similar, albeit sans any suds.

Opinion

by Peter Harris

Peter Harris
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]