‘My Kind Of Woolies’
Woolworths
Concept & Creative Direction
Woolworths had lost clarity in the market.
In a category driven by price and promotion, the brand had become indistinct and disconnected from how people actually live.
My Kind of Woolies repositions the brand around the customer’s point of view.
Turning product, service and value into something more personal, a small everyday win.
A simple system the whole business could use, across brand campaigns, in-store and digital, giving Woolworths a consistent way to show up in people’s lives again.
Created in collaboration with M&C Saatchi
