Woolworths. The fresh food people 10 years of consistency in message and sales growth

The advertising strategy was to convince current shoppers who know that Woolworths sell more than dry groceries but believe that the quality of the specialist is better, that Fresh Food People are worth a visit because Woolworths' Fresh Food People, have the freshest ideas about fresh food.

'Woolworths: The Fresh Food People' – 10 Years of Consistency in Message and Sales Growth

Paul Joffe

introduction

The story of the revitalisation of Woolworths Supermarkets in Australia is a classic marketing case history. Every element of the marketing mix has contributed to the success. The Fresh Food People strategy and its implementation involved store refurbishment, relocation of departments within the store, changes in merchandising policy, promotional policy, advertising strategy and execution, staff training, product sourcing and a management team who were the champions of the strategy.

That same management team has been an excellent client who, by working with...

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