As marketing consultants in Sydney, we thought we would share an interesting marketing campaign we heard about in The Financial Review this week.

Last weekend, Woolworths supermarket has yet again stuck to its roots and continued with the 25 year old slogan “fresh food people” in a their new advertisements aimed at regaining lost sales to their competitor Coles.

The decision behind Woolworths sticking with their long time slogan is to reiterate its local heritage and its support for local produce.

The campaign is a multi-million dollar investment that Woolworths is reportedly going to stick to for a while. The investment itself will spread over television ads, print and radio.

As small business marketing consultants we believe Woolworths are spending their money wisely because they are communicating a consistent and clear message. Also, by using a 25 year old slogan their message is not being confused or altered and helps stay in the mind of the consumer for longer.