Woolworths promotes lifestyle image
Woolworths is launching a multi-million-pound Easter ad drive to cement its image as a lifestyle retailer.
The company, which last week pleased the City by announcing full-year profits of more than £50m, is making a clean break from last year's ill-fated campaign featuring comedian Paul Kaye.
The promotion looks set to be Bates UK's penultimate campaign for Woolworths, as the high-street brand enters final discussions with Bartle Bogle Hegarty over its £25m advertising account.
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The TV spots are shown through the eyes of children, and package together confectionery, toys and household products more than in the company's previous TV ads.
Following internal discussions late last week, Woolworths marketing director Octavia Morley entered exclusive negotiations with BBH, bringing its 17-year relationship with Bates to an end following a campaign this summer. However, the company would not confirm BBH's appointment as Marketing went to press.
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