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To the customer, Woolworths private label non-food products were perceived to be lacking in credibility. Despite the excellent quality of these General Merchandise items, Australian consumers still perceived the goods to be less reliable than other branded alternatives. The challenge was to reinvigorate the whole category to secure impulse sales through improved quality perception. Our solution was a multi-category initiative, which involved the creation of eight Woolworths sub-brands for Stationery, BBQ, Party, and Picnic, as well as an entry-level brand spanning all GM categories. A further three standalone fantasy brands were created for Tech, Homewares and Small Domestic Appliances – categories deemed to carry the most stigma if sold plainly as supermarket-owned products.