Woolworths NZ launches new Low Price campaign

As Countdown begins its transition to Woolworths New Zealand, a fresh campaign has been initiated to illustrate the supermarket’s dedication to delivering better value and product selections to Kiwis across the country.

Low Price is a new price mechanic in Countdown stores with low prices on supermarket essentials that will stay low for months. Launching in store and online this week it provides customers price certainty on their weekly shop with hundreds of items including bread, butter and cheese on the programme.

To promote the new customer value proposition, a campaign has been developed in partnership with M&C Saatchi via a mix of brand storytelling with seamless integration of product and price. The campaign will utilise a variety of high reach and high impact media channels supported with a strong in-store point of sale offering and a seamless online customer journey. 

At the same time a campaign has launched to showcase the range of Own Brand quality meat available in the supermarket, and the benefits for customers. The campaign uses the tagline,“A fresh way to enjoy”, showcasing both product quality and use.

Brid Drohan-Stewart, Director, Brand Woolworths New Zealand says: “We know our customers have been doing it tough and they’ve told us they want a good range of the essential items they buy each week to be more affordable for longer. We listened and that’s what Low Price offers – more value that our customers can rely on. 

“The campaign is another showcase of how we’re transforming our business to help our customers and communities find great value and quality. It’s further demonstration that Countdown becoming Woolworths New Zealand is more than just a change in name.” 

Woolworths New Zealand is part of Woolworths Group which owns and operates over 190 supermarkets in New Zealand, plus around 70 under the Super Value and FreshChoice supermarket banners. 

Credits 

Woolworths New Zealand

M&C Saatchi 

Dentsu

Wellcom

Fuse

Thick as Thieves (Low Price production)

Exit (Own Brand Production)

March (Own Brand Photography)

Liquid (Audio) 

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