Following their win in five categories of Product of the Year Awards 2015, Woolworths executed a multi-faceted marketing campaign.
Combining PR, digital and press advertising, catalogue, point of sale, packaging, in-store sampling as well as a comprehensive internal communications plan, Woolworths have utilised their victories to increase own brand quality perceptions, drive aware
ness and customer trials.
The retailer used clever copywriting on advertisements directly following the awards on February 12, including “From paddock to fridge, to award-winning milk, it’s udderly delicious” for Farmer’s Own milk (winner -Dairy and Cheese Category) and “Tassie smoked salmon’s taken out the award, hook, line and sinker” for Gold Tasmanian Smoked Salmon (winner – Premium Deli Category).
They also had packaging and point of sale displays ready to go following the award announcement. Being included in the TV and print PR generated by Product of the Year, as well as additional coverage in its own magazines enhanced the win.
Product of the Year is the world’s largest consumer –voted award for product innovation.
According to a Woolworths’ report of the post-Awards campaign: “It has strong customer recognition around the world which we can leverage to increase awareness of our brands and quality perceptions.”
And their extensive sampling opportunities across 400 stores, proved successful with a total unit uplift across all five winners of 47 per cent following the sampling period.
Some of the feedback included that shoppers “appreciated the opportunity to try the ‘Product of the Year’ winning products and were “very interested in learning more about the Product of the Year program.”
The majority of shoppers were also impressed with the overall quality of all winning products.
And internally, the win was celebrated with communications across many channels including newsletters, displays and a sampling opportunity for staff at the retailer’s Norwest headquarters in Sydney.
Woolworths believe that celebrating a win is not just for its customers, it’s important for staff as well, giving well-deserved recognition to the research and development teams, as well as product developers by lifting morale and celebrating their excellent work.
Farmers’ Own Milk – Winner Dairy & Cheese Category
Macro Snack Bites 22g – Winner Healthy Snacks Category
Gold Fresh Tasmanian Smoked Salmon 400g – Winner Premium Deli
Category Gold Wagyu Beef Burger 320g – Winner Fresh Meat Category
Created with Jamie Soup Varieties 300g – Winner Soups Category