‘My Kind Of Woolies’
Woolworths

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.

I created My Kind of Woolies to reposition 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