Study Finds Woolies’ Ads Have More Brand Recognition Than Coles’ Ads

Study Finds Woolies’ Ads Have More Brand Recognition Than Coles’ Ads
B&T Magazine
Edited by B&T Magazine
SHARE
THIS



According to a new advertising analysis from Forethought, Woolworth’s “Today’s Fresh Food People” campaign is more effective for brand recognition than coles’ “Together to Zero” ad. 

The latest Woolworths campaign produced by M&C Saatchi is distinctly on brand – The focus on freshness and quality,  the use of the colour of green, the classic Woolie’s jingle playing and a slightly reimaged slogan,  new but not unfamiliar,  “Today’s Fresh Food People.” Meanwhile, Forethought found that Cole’s latest ad didn’t use key brand assets creating confusion for consumers.

Woolworths isn’t trying to reinvent the wheel rather it focuses on what it has already built it which creates brand recognition, while Coles seems to be trying something new.

New analysis from Forethought, which was not commissioned by either brand, tested the application of distinctive assets in advertising, using a set of de-branded stills from the commercial as a stimulus. The results prove the necessity of leveraging distinctive brand assets, with close to 9 in 10 Australian consumers connecting the Woolworths ad to its brand following a test.

The study demonstrated that the consistent deployment of the uniquely ‘Woolies’ brand assets mentioned above throughout the ad registered with consumers – achieving what all good advertising should do – connected the audience to the correct brand.

To conduct and contextualise the ad test, Forethought examined Woolworths’ latest commercial, in comparison with Coles’ advertising, they both launched at the same time (Aug 2021).

Distinctive brands assets enable an ad to be recognised and linked to its origin. It’s advertising 101.  For example, the YES logo for Optus. If Australians were just shown the stylised YES logo, 95 per cent spontaneously recognise it as an Optus ad.

The Coles ad lacks distinctive brand assets causing a very large proportion of the prospective audience to misattribute the origin.

Coles’ “Together to Zero” commercial emphasised their commitment to and encouragement of environmentally sustainable practices, reaffirming ambitious targets to reduce CO2 emissions and “to become Australia’s most sustainable supermarket”.

The research found that the latest anthemic brand advertising campaigns from Australia’s two leading supermarket chains, which differ markedly in the degree to which they utilise branded cues, yielded significantly different results following Forethought’s test of consumer recognition and recall.

To test the effectiveness of both the Woolworths and Coles TV ads (ie. their likelihood to be recognised, associated with the brand in question and recalled), Forethought showed a representative sample of 800 Australian consumers de-branded stills taken from each advertisement, pictured below.

It was a concern that showing frames rather than the full advertisement excluding branding would have disadvantaged the Woolworths ad, because their highly recognisable audio asset/jingle could not be included in the stimulus (and this was identified prior to the study as a potential limitation).

However, the strong utilisation of other distinctive Woolworths brand assets overcame this hurdle, with the commercial scoring very high on both recognition and brand association.

After viewing the stimulus, respondents were then asked a series of questions associated with recognition and recall.

The results demonstrated the depth of Woolworths’ successful utilisation of their distinctive brand assets: Despite the spots being de-branded during the test, the results are in stark contrast to one another with the Woolworths ad clearly and significantly outperforming the Coles ad on correct brand association.

The Woolworths stimulus was correctly linked to the Woolworths brand for the clear majority at 88.8 per cent, with 1.2 per cent misattributing the ad to its main competitor and only 7.5 per cent unsure who was behind the advertising.

By contrast, the Coles stimulus proved more difficult for consumers to match to Coles at only 20.9 per cent (with 7.2 per cent misattributing the ad to its main competitor and, of probably far greater concern, was the 59.8 per cent of consumers who were unable to determine which brand was behind the ad).

Using an array of distinctive brand assets such as colour, gingham check uniform and images of ‘on message’ produce – the Woolworths ad proved to be strongly effective at driving brand recognition, with close to 9 in 10 consumers recognising and associating the piece correctly with the brand.

Forethought, Global CEO, Darren Stein said: “Woolworths’ consistent and clever use of distinctive assets and recognition triggers were clearly rewarded as shown by the results in the study.

“Their success on this occasion is also amplified by the relatively weaker results from their major competitor. This is an evidence-based reminder that the use of distinctive assets, nurtured over time can produce stunning results, not only against newcomers invading an established category but also as is the case here, in the largest, longest-standing and most competitive of marketing arenas”.

Please login with linkedin to comment

Coles Darren Stein Forethought Woolworths

Latest News

The Athlete’s Foot Promote The Perfect FIT With New Online Talk Show
  • Campaigns
  • Marketing

The Athlete’s Foot Promote The Perfect FIT With New Online Talk Show

The Athlete’s Foot, also known as the “Experts in Fit”, have commissioned some well-known faces to explore a range of topics all related to FIT in their new online series #FITTALK. Each season, a new host will tackle different topics ranging from finding the right shoes for your activity, enhancing your FIT with the correct […]

AKQA Is Taking Cannes In Cairns To New Heights!
  • Advertising
  • Marketing
  • Media
  • Technology

AKQA Is Taking Cannes In Cairns To New Heights!

Judging by Cannes In Cairns' impressive itinerary your brain's frontal lobes will get as good a workout as your liver.

by B&T Magazine

B&T Magazine
BBC Studios To Produce Space 22, Its First Original Format For ABC
  • Media

BBC Studios To Produce Space 22, Its First Original Format For ABC

BBC Studios will produce Space 22, its first locally created format for the ABC in Australia. Space 22 will explore the impact of art and creativity on mental health in a new six-part documentary series. The series, which is created and produced by BBC Studios’ Australian production arm, will also be available to the international […]

Sanitarium Recruit Milk + Honey United For Visually Engaging New Campaign
  • Campaigns

Sanitarium Recruit Milk + Honey United For Visually Engaging New Campaign

Sanitarium and Milk + Honey United have launched a visually striking new campaign for The Alternative Dairy Company’s range of plant-based milks The national campaign, ‘Today’s Milk’, will launch via online video, OOH and social and digital, and will focus on the company’s diverse range of soy, oat and almond milk variants. Creative executions will […]

Brisbane Creatives Call On Corporate And Commercial Leaders To Support Lifeline Giving Day
  • Campaigns

Brisbane Creatives Call On Corporate And Commercial Leaders To Support Lifeline Giving Day

A collective of Brisbane-based creatives are getting behind Lifeline Queensland’s Giving Day campaign in a bid to rally funds for their Crisis Support service. BCM Group, Israel Rivera, and Rosco Audio are calling on their networks to donate during the 12-hour digital fundraiser on Thursday the 25th of November. Managing director of BCM Group, Phil […]

Commonwealth Bank And M&C Saatchi Team Up For Empowering ‘Game Changers’ Campaign
  • Campaigns

Commonwealth Bank And M&C Saatchi Team Up For Empowering ‘Game Changers’ Campaign

Commonwealth Bank have combined their long-running support for women’s cricket, with their recent sponsorship of women’s football and The Matildas for an empowering new summer campaign. ‘The Game Changers’ aims to champion both elite and grassroots female cricketers and footballers, who through their skill and passion are moving the game forward and changing it for […]

BBC Set To Record Over Half-A-Billion Weekly Viewers in 2022
  • Media

BBC Set To Record Over Half-A-Billion Weekly Viewers in 2022

The BBC is on track to achieve a record half-a-billion global viewers by the time of its centenary celebrations in 2022. The forecast is based on the Global Audience Measure (GAM) published today, which records the total weekly number of adults accessing the BBC around the world. The GAM found the broadcaster had achieved its […]