Leslie Massey
Woolworths Supermarkets, colloquially known as Woolies, is an Australian supermarket chain owned by Woolworths Group. It is Australia's largest supermarket chain, specialising in groceries, including fresh fruits, vegetables, and meat. In 1987, Woolworths launched its new tagline, The Fresh Food People, to differentiate itself from its competitor, Coles. The tagline was created by advertising agency Leo Burnett and has since become synonymous with the Woolworths brand and its focus on fresh food.
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What You'll Learn
- Woolworths' tagline The Fresh Food People was created in 1987
- The tagline was created by advertising agency Leo Burnett
- The campaign helped Woolworths overtake Coles to become Australia's leading supermarket
- Woolworths' logo is a fresh, organic-shaped 'W'
- Woolworths is Australia's largest supermarket chain
Woolworths' tagline The Fresh Food People was created in 1987
Woolworths, Australia's largest supermarket chain, has been known as "The Fresh Food People" since 1987. The tagline was created by advertising agency Leo Burnett and has been synonymous with the company for over 30 years.
In the 1980s, Woolworths was lagging behind its main competitor, Coles, in a two-way competition for the grocery market. In 1986 and 1987, profits were falling. The "Fresh Food People" campaign was launched following a review and implementation of new buying, merchandising, and training programs in each of the fresh food departments. This focus on fresh food was designed to differentiate Woolworths from Coles, which had been emphasising low prices.
The tagline has been a successful one for Woolworths, with the company overtaking Coles to become Australia's leading supermarket. The company has stuck with the "fresh food" story, even launching a new campaign in 2014 that used the original jingle.
In 2021, Woolworths reaffirmed its commitment to being "The Fresh Food People" with a reimagined ethos and campaign, showcasing the company's diverse team and its commitment to making healthier products more affordable. The tagline and logo, with its fresh, organic-shaped "W", have become icons in the Australian landscape.
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The tagline was created by advertising agency Leo Burnett
In 1987, Woolworths launched its new tagline, "The Fresh Food People". The tagline was created by the advertising agency Leo Burnett, founded by American advertising executive Leo Burnett (1891-1971). Leo Burnett Company, Inc. is one of the largest agency networks in the world, with 85 offices in 69 countries and over 9,000 employees. The company has worked with multinational clients such as McDonald's, Hallmark, and Coca-Cola, and Burnett himself was responsible for creating some of advertising's most well-known characters and campaigns of the 20th century, including Tony the Tiger, the Marlboro Man, and United's "Fly the Friendly Skies".
The "Fresh Food People" tagline was part of a campaign launched by Woolworths to differentiate itself from its main competitor, Coles. At the time, Woolworths was lagging behind Coles in a two-way competition for the grocery dollar, and profits were falling. The new campaign focused on fresh food, with new buying, merchandising, and training programs implemented in each of the fresh food departments. The tagline was eventually used by the Woolworths-owned Safeway chain in Victoria.
The "Fresh Food People" tagline helped Woolworths overtake Coles and become Australia's leading supermarket chain. The company has stuck with the "fresh food" story, even launching a new campaign in 2014 that used the original jingle. Today, Woolworths Supermarkets operate in every Australian state and territory, and the company continues to use the "The Fresh Food People" slogan.
While Leo Burnett created the tagline, there is some dispute over who originally came up with the idea. The account was moved from a local agency, Mattingly, to Leo Burnett, and the tagline has since become synonymous with Woolworths and its commitment to providing fresh food to Australians.
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The campaign helped Woolworths overtake Coles to become Australia's leading supermarket
Woolworths Supermarkets, colloquially known as "Woolies", is an Australian company that has used the slogan "The Fresh Food People" since 1987. Woolworths launched this tagline to differentiate itself from Coles, which had been emphasising low prices. At the time, Woolworths was lagging behind Coles in a two-way competition for the grocery market.
The "Fresh Food People" campaign was launched after Woolworths reviewed and implemented new buying, merchandising, and training programs in each of its fresh food departments. The focus on fresh food was designed to set the chain apart from Coles. Two years after the launch of the campaign, Woolworths changed its logo to an apple, further reinforcing its fresh food positioning.
The campaign was successful, and Woolworths overtook Coles to become Australia's leading supermarket. On average, every Australian spends $100 per week on food, merchandise, liquor, hardware, or petrol at either Coles or Woolworths outlets. Together, the two supermarket giants employ 400,000 people, and only the state governments offer more work than these two corporations.
Despite Woolworths' success in overtaking Coles, some critics still refer to the two chains as "Colesworths", arguing that they are largely indistinguishable. In recent years, both companies have faced scrutiny and investigations into their business practices, particularly during the cost-of-living crisis.
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Woolworths' logo is a fresh, organic-shaped 'W'
Woolworths, an Australian grocery store and supermarket chain, is the company known as "The Fresh Food People". In 1987, Woolworths launched its famous tagline, "The Fresh Food People", to distinguish itself from its main competitor, Coles. The tagline was created by advertising agency Leo Burnett.
The Woolworths logo is a fresh, organic-shaped "W", with the "W" standing for Woolworths. The logo represents freshness in terms of produce, food, energy, and life. The colour green is associated with nature, growth, and organic freshness, and the round shapes of the logo signify friendliness, humanity, approachability, and openness. The logo also represents a person with raised arms, conveying positivity and energy.
The Woolworths logo has undergone several iterations over the years. In 2007, the current green stylized "W" icon was introduced, resembling two overlapping green apples. This symbolises freshness and health. The logo has since undergone minor changes, with the wordmark and slogan being updated. In 2015, a new handwritten variant of the slogan began appearing, with the word "Woolworths" written in title case using a green shade, while the slogan was written in lowercase letters in a green shade, appearing handwritten.
The Woolworths logo and its associated tagline have been incredibly successful. The logo is instantly recognisable and synonymous with fresh food and Woolworths. The rebrand is considered one of the most successful in Australian history, with quarterly sales jumping 6.5% to over $12 billion following its launch. Woolworths has continued to increase its market share, solidifying its position as Australia's leading grocer. The logo has also received recognition, with Marketing Magazine ranking it in the top 5 Australian logos of all time.
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Woolworths is Australia's largest supermarket chain
Woolworths, also known as "Woolies", is Australia's largest supermarket chain, with a market share of 32.5% as of 2023. The company was founded in 1924 and is headquartered in Bella Vista, Sydney. Woolworths has a vast retail presence in Australia, with 995 supermarkets and 90 Woolworths Metro convenience stores across the country as of June 2023.
Woolworths' focus on fresh food has been a key aspect of its success. In 1987, the company launched its iconic "The Fresh Food People" campaign, positioning itself as a leading provider of fresh produce. This campaign was instrumental in Woolworths' rise to become Australia's top supermarket chain, surpassing its main competitor, Coles. The slogan was later updated to "Australia's Fresh Food People" to emphasise the local sourcing of their produce, with 96% of their fresh offerings grown in Australia.
The Woolworths Group, Woolworths' parent company, has diversified its portfolio over the years. In addition to its flagship supermarkets, Woolworths Group owns the discount department store chain Big W, Woolworths Metro, and Woolworths NZ in New Zealand. Woolworths has also expanded into financial services, offering Woolworths-branded credit cards, gift cards, and insurance.
Woolworths has faced some challenges and scrutiny in recent years. In 2023-2025, the company was accused of price gouging and misleading customers regarding discounts. Despite these setbacks, Woolworths remains an Australian retail giant, employing thousands and generating significant revenue.
Woolworths' dominance in the Australian supermarket landscape is undeniable, and its commitment to providing fresh food and a diverse range of products has solidified its position as the nation's leading retailer.
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