Woolworths | Meat
The problem
Woolworths main competitor were planning on making a statement to customers regarding the quality of their beef.
The claim the competitor made insinuates that their beef is “natural” and therefore the meat currently being purchased at both Woolworths and butchers is not.
The objective was therefore to make a confident statement about the quality of Woolworths beef to alleviate any concerns about the product customers are currently buying.
Consumer insight
When I buy beef I want to be assured it not only tastes good but that it has been sourced and treated with world quality standards.
Brand insight
Woolworths are committed to providing me Australian beef with as good in quality and taste as I’d find anywhere else in the world.
The powerful truth
Woolworths Aussie beef is world class.
The solution
TV commercial shot in New York featuring a Woolworths store butcher offering great tasting Aussie beef to New Yorkers. The aim of the campaign was to reinforce the quality and confidence of Woolworths beef with the campaign line ‘The world loves Australian beef. Australians love Woolworths beef’