This probably won't come as a shock, but I watch a lot of TV. As such, I'm exposed to a lot of advertisements. Still, even someone who's never watched TV in their life could probably name Woolworths' slogan:
It's nothing short of a classic slogan - it's been used in Australia for 25 years, according to Wikipedia. Anyway, let's now move on to Woolworths' biggest competitor, Coles. I'm sure they're using an equally innovative slogan!
Seriously Coles? "Freshness"? Come on, you can do better than that. All you've done is just reworded Woolworths' slogan! All right, well, maybe we need to try a smaller chain of grocery stores - they must be doing something different to stand out from Coles and Woolies. How about Foodland, a supermarket in South Australia and the Northern Territory?
Son of a bitch. Surely they can't all be doing this? Let's try Bi Lo. Haven't heard from them in a while - wonder what clever advertising campaign they've-
Crap. Okay - last chance. Surely the Independent Grocers of Australia (IGA) group doesn't bang on about freshness, do they?
Phew. But hang on - if you go to IGA's website (www.iga.net.au) you get redirected to their front page. Fair enough. But look at what the URL has changed to:
Unbelievably, they feel the need to squeeze the word "fresh" in the address bar, of all places. There's not a single mention of freshness anywhere on IGA's front page, but it appears there's some law against not having the word "fresh" in your marketing if you're a supermarket.
Look, supermarkets who aren't Woolworths, I realise it can't be easy fighting Woolworths, but you have to at least try to make an effort. I'll even let you in on a secret: having the right product is only one seventh of the marketing battle. Never forget to emphasis your price, your place (location), your promotions, your people, your processes or your physical evidence (that's the Seven P's of Marketing, in case you're wondering).
I mean, I don't know about you, but when I go to the supermarket and see fresh food on the shelves, it's what I'm expecting - it's not a surprise. I have never once stepped into Woolworths and screamed, "My God, fresh food! What a novel idea!"
© 2012 by The Free Man