Supermarket giant Woolworths has launched a new price-based marketing campaign to reinforce its $500 million investment into lower grocery prices.
The new campaign, “Always at Woolworths”, replaces “Cheap Cheap” tagline, which will run in print, online, television and radio, focuses on everyday value in Woolworths supermarkets rather than one-off discounts.
Woolworths plans to invest more than $500 million in reducing grocery prices to “neutralise” Coles and “contain” Aldi. The retailer has invested more than $200 million into reducing prices this year and claims its prices are now as cheap, if not slightly cheaper, than a similar basket of groceries at Coles.
“Woolworths always calls out its value offer to our customers, and the new ‘low prices, always’ campaign does just that,” a Woolworths spokesman said.
“It tells our customers than on hundreds of products across our stores they can expect the same low prices – week-in, week-out, the prices will be remaining at the low price.”
Brad Banducci is the managing director Woolworths Food Group said in August that Woolworths’ marketing strategy would slowly evolve but the focus on fresh food and cheaper prices, but not “cheap cheap”, would remain consistent.