Woolworths has today unveiled its new look as part of an Australia-wide rebrand, which is being rolled out across its 780 supermarket stores.
In May's issue of Marketing, Scotland wrote a long feature all about the need for the major players to bring a more entertaining and engaging experience to the Australian supermarket shopping environment, and this announcement by Woolworths shows that the need for more innovation in the industry is being taken seriously and acted upon.
Woolworths general manager of marketing, Luke Dunkerley, said that the rebranding reflects Woolworths’ commitment and track record of providing Australian shoppers with quality fresh food and groceries at competitive prices.
"We are rebranding stores to retain our leadership position in what is an extremely competitive market. We have only achieved this leadership position by ‘walking the talk’ and Australian shoppers are voting with their feet," he said. "The refurbishment of the supermarkets that is accompanying the rebranding will deliver customers wider aisles, brighter supermarkets and a more pleasant shopping experience."Twenty one years after the introduction of "The Fresh Food People", the company will introduce a new icon reflecting Woolworths’ strong commitment to fresh food, convenience and value for customers. The new branding was created by leading designer Hans Hulsbosch of the Hulsbosch Agency who recently updated the iconic Qantas identity.
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