Advertising Campaign: Woolworths - Always at Woolworths

This article discusses the successful advertising campaign of Woolworths - Always at Woolworths. It covers the purpose of the campaign, target audience, message, media types, call to action, market factors, stakeholders, and legal and ethical requirements. The campaign aimed to promote Woolworths as an innovative Australian icon that provides quality food items at cheaper prices. The target audience was working class and upper-middle class people. The campaign message was straightforward and integrated with prevailing social issues. The media types used were outdoor billboards, graffiti art, and print media. The major stakeholders involved were communities, customers, governments, employees, and other interested groups. Ethical and legal requirements were taken into consideration during the campaign.

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Campaigns

Advertisement campaign: Woolworths; Always at Woolworths
Overview of company
Woolworths is an Australian chain of supermarkets as well as grocery stores that is being owned
by Woolworths Group. The respective company was founded in 1924 which is one of the biggest
supermarket chain being headquartered in Bella Vista, New South Wales, Australia.
Purpose of campaign
The purpose of the campaign i.e., “Always at Woolworths” embodied company's image as an
innovative Australian icon that is associated with success through the combination of
motivational slogans and providing quality food items to its customers. The ultimate motive of
the campaign was to guide company workings in a competitive business environment. This was
done through making an investment of $500 million for lowering down grocery prices.
Time frame and budget
Activities Time
Identifying target audience 2 week
Specifying objectives 3 week
Setting advertisement budget 1 week
Designing the advertisement 1.5 week
Selecting media 2.5 week
Scheduling the advertisement 0.5 week
Particulars Amount
Market research $1500
Owned media $2000
Recruitment $750
Hardware $800
Social media advertisement $1120
Total $6,170
Target audience of the campaign
The provided campaign was working class and upper-middle class people. The provided

company reaches its customers through providing high-quality premium products to its
customers. This will ensure proper working of the business firm and direct effective flow of
business strategies and plans and eliminate wastages of resources at the workplace.
Campaign message
The campaign message delivered by Woolworths was to provide premium quality of products
with associated services at cheaper prices to its customers. The provided message of the
campaign will guide better coordinative efforts towards attainment of desired aims and objectives
of the business firm.
Message carrier
It can be said that tone of the message being displayed by the Woolworths campaign was very
straightforward that integrated with prevailing social issues and challenges within the society and
enabled a better course of action for promoting brand value for a long period of time.
Tone of message
The tone of message for the given campaign is simple that states about providing consumer
products to potential market customers at the reasonable prices keeping in mind decent qualities.
Media types
The campaign was delivered to their target audience through a various range of media outlets
including; outdoor billboards, graffiti art and print media.
Call to action
The advertisement campaign launched by Woolworths has tapped into important social issues
within a society. The campaign tried to establish a strong relationship with their customers and at
the same time brilliantly turned their own slogan into a call-to-action. The company promotes its
campaign through 'Always at Woolworths' that suggests ensuring better trust of customers
towards operations of the company.
Market factors to take into account
The provided advertisement campaign of Woolworths will take into account variety of market
factors. These factors include changes in consumer behaviour, constant market changes,
competition and innovation in business market. Such factors plays important role for shaping
better course of actions at the workplace and deliver desired aims and objectives of the
advertisement campaign.
Main stakeholder to the campaign

The major stakeholder being involved in the campaign includes communities, customers,
governments, employees and other interested groups. Such stakeholders will be the most to be
taken care of by the management of the firm in terms of delivering advertisement campaigns.
Legal and ethical requirements
For the launch of the campaign variety of ethical and legal requirements was being taken into
consideration that included;
Justice: For this legal and ethical requirement motive of a particular institute should ensure
enough justice for relative stakeholders of the campaign. This ensures taking care of the legal
requirements of the campaign and relates the findings from integrating the desired results for
obtaining an advantage to the respective company.
Responsible: Being responsible also counts towards one of the ethical requirements while
developing an advertisement campaign. This highlights effective basis on the basis of which a
given institute will be accountable for several tasks performed during the advertisement
campaign.
Self-discipline: Another element of the ethical requirement states about being in self-discipline
and configuring coordinated actions at the workplace to attain desired goals of the campaign.
Under the approach better terms can be defined on the basis of which professionalism of efforts
can be promoted and design productive approach while operating in future business markets.