Woolworths Pick Up

When the brief came through, Woolworths was in the middle of updating its overall look and feel - a moment of transition for a brand deeply embedded in everyday life. The task was to create a standalone TV campaign that would introduce and encourage people to embrace a new way of shopping, while reflecting this broader shift in how the brand presented itself.

The challenge was to communicate this change in style and approach in a way that felt engaging and easy to understand. It wasn’t just about announcing something new, but about making that change feel natural and inviting. The campaign needed to align seamlessly with Woolworths’ evolving brand identity, signalling progress without losing the sense of trust and familiarity customers already had.

At the same time, the work had to clearly highlight the benefits of the new shopping experience. Every element needed to resonate with the audience speaking to real needs, real habits, and real moments so the idea felt fresh and contemporary, yet unmistakably Woolworths.

Sweet tidbit. The idea of change in Jonathan Palasty’s mind came from listening to David Bowie's song Changes.