Woolworths | Macro
The problem
To make a range of healthier products branded ‘Macro Wholefoods Market’ or ‘Macro’ (available at Woolworths) more accessible to a broader Australian consumer. Woolworths' opportunity was to engage with the health food shopper accustomed to paying premium prices for the same products at health food stores – these people understood the products, but needed to be reassured of the authenticity and commitment to be encouraged about a supermarket offering.
Consumer insight
I need to shop at my local Health Food Store for a range of truly wholesome, healthy and organic food; its better for my family not to be digesting pesticides, tastes better, is better for the environment; but definitely costs a lot more.
Brand insight
The Fresh Food People are committed to offering customers more choice in terms of natural, organic, healthy products – right across the store from Fresh to a new range in the Wellbeing aisle – including prices that make desirable healthy eating more accessible to Australian shoppers.
The powerful truth
Making wholefoods accessible to everyone, everyday.
The solution
The campaign proposition is ‘to make wholefoods accessible to everyone, everyday’. The humorous through the line campaign with the tagline of ‘you don’t need to be a hippy to be healthy’ appeals to a wider audience of health food shoppers announcing the availability as well as the reassurance of quality reflected through the television commercials and highlighted on POS in store. The online element delivers further information about quality and provenance whilst the catalogue execution reinforces the value message.