Tuesday, April 23, 2024

Woolworths refreshes the Fresh Food People

Woolworths says it’s reaffirming its commitment to being the ‘Fresh Food People’ with a reimagined ethos launching from today.

According to the retailer, ‘Today’s Fresh Food People’ puts customers’ current and future priorities at the forefront. It also supports Woolworths’ ambition to be the country’s most loved and trusted brand.

The new ethos, says Woolworths, continues to celebrate locally grown fresh food, but also puts the business’ diverse team across supermarkets, Metro stores, online and the Woolworths food company at its heart by putting a spotlight on the care they show for all Australians. In addition, Woolworths’ intentions to make healthier easier and Australia “greener”, along with allowing customers to shop “their way” are key components of ‘Today’s Fresh Food People’.

Woolworths Group Chief Marketing Officer Andrew Hicks says Australia and the world has changed profoundly over the last 18 months, and so have the expectations of Woolworth’s customers.

“As today’s fresh food people, we need to evolve and grow with them,” he says.

“We’ve been known as the ‘Fresh Food People’ for more than 30 years; it’s an important part of our identity and heritage. Now is the right time to start a new chapter with ‘Today’s Fresh Food People’.

“It will continue our focus on our team bringing a little good to everyone everyday while ensuring our priorities match customers’ expectations on how we can create a better tomorrow for all Australians.

“Keeping Australians Covid-safe and the care we show for team and customers during these times will also continue and be a key part of what it means to be ‘Today’s Fresh Food People’.”

New campaign

A new brand campaign will kick off the communicating of ‘Today’s Fresh Food People’.

This will start with a television commercial scheduled to premier during the Opening Ceremony of the Tokyo Olympic Games tonight.

“As the proud fresh food partner of the Olympic and Paralympic Games, we’re excited to begin communicating ‘Today’s Fresh Food People’ to our customers during the Opening Ceremony,” says Mr Hicks.

“Fresh food plays a huge role in helping our world class athletes train and perform at their peak, and this felt like the right opportunity to celebrate a new chapter with our customers.”

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