Challenges and Opportunities Faced by Woolworths in their Healthy Food Range Campaign

Woolworths is facing challenges in inviting people to take part in the seven-week balanced living challenge. However, the opportunity linked with this campaign is to offer a healthy and diseases free lifestyle to Aussies and expand its business in other industries. The communication objectives are to spread awareness, enhance demand and retain its acquired brand image. The target audience is people aged 15-45, millennials, young age group customer segments, and fitness enthusiasts. The key benefits are a healthy lifestyle, prevention of hazardous diseases, and encouraging people to adopt healthy food products. The tone of voice is informal. The main competitors are Coles and Aldi. The deliverables include newspaper ads and social media marketing with a budget of AUD 103,200 and AUD 300,000, respectively.

1. Background
 What are the
problem/opportunities faced
with the brand? (Excerpt from the
Case
Study Review)
Woolworths is a behemoth player of Australian retail and
supermarket industry. Its headquarters is situated in New
South Wales, Australia. Since its foundation in 1924,
organization is continuously enhancing its product range to
target more customer segments as well as meet their
demands for enhancing customer satisfaction. Recently,
organization has started a healthy food range campaign to
promote their healthy food products range along with
meeting customers’ demands.
In relation to this campaign, organization faced numerous
challenges such as inviting people to take part in the seven-
week balanced living challenge. While, the opportunity
linked with this campaign was to offer a healthy and
diseases free lifestyle to Aussies and with the help of this,
organization would be able to expand its business in the
other industries like healthy products manufacturing, etc.
2. Communication Objectives
 What information has to be
disseminated
through and/or what action does
communication want to induce?
 What should the communication
to say
about our brand, product or
service in order
to motivate the target audience to
take
action?
Communication objectives with this campaign are:
 Spreading awareness
 Enhancing demand
 Retaining its acquired brand image
Organization is required to share the benefits of their newly
introduced healthy products range through attractive
campaigns introduced on Facebook, Instagram, Twitter, etc.
These campaigns are effective enough to spread awareness
amongst their target audience along with gaining desired
goals and objectives.
3. Target Audience
 Use content from the Case
 People aged 15-45

Study Review
and apply accordingly in a clear
and
succinct format
 review Moodle links and lecture
on Creative
Brief for example
 Millennials and young age group customer segments
 Fitness enthusiasts
4. Positioning Statement
 The single most important
message the
target takes out from the activity.
 This should be single minded
and not be the
tag-line/slogan
 Use content from the Case
Study Review
and apply accordingly in a clear
and
succinct format
 review Moodle links and lecture
on Creative
Brief for example
Woolworths’ positioning statement is “The Fresh Food
People” and this was started with a campaign in 2012. Later
on, it was modified with “Australia’s Fresh Food People”
and further, it was again replaced by their previous slogan in
2014.
5. Key Benefits
 What are the emotional or
practical/rational
benefits?
 How does this support the
positioning?
 review Moodle links and lecture
There are various benefits linked with the newly introduced
product range such as:
 It will help the Aussies to get a healthy lifestyle.
 It will prevent Aussies with hazardous diseases such as
diabetes, obesity, etc. which generally spread through
consumption of unhealthy food
 The healthier an individual will be, the more he/she will

on Creative
Brief for example
be able to understand the benefits of staying healthy.
 For encouraging them towards adopting healthy food
product range, organization has introduced various
attracting promotional campaigns on social media
platforms like Facebook, Instagram, Twitter, etc.
6. Tone of Voice
 What style is required –
informal, warm,
humorous, direct or functional?
 review Moodle links and lecture
on Creative
Brief for example
Informal tone of voice is being used in the campaign along
with attractive rewards and benefits to attract target
audience.
7. Who are the main
competitors?
 What are their messages?
Coles: “Down Down”
Aldi: “Good different”
8. Deliverables and budget
 Excerpt from the Case Study
Review
 Extent of communication tools
used ie. tv,
radio, design, brochures, banners,
display
advertisements, etc.?
 What is the budget?
Platforms Reach Frequency/Continuity Budget
Newspaper 15.5
Million
People
Twice in a month
(Monday & Saturday)
$8600
Per day,
17200 in
a month
and
AUD
103,200
Social
Media
Marketing
(Facebook,
Reach
has to
be
80%,
Daily 4 Posts $300,000

Instagram,
Snapchat,
Twitter,
YouTube)
20
Million
People