The recent ‘Fresh Market Update’ series of tv commercials positions Woolworths as the epitome of their tag line. Cue friendly retail worker telling us what’s fresh this week and giving each item a personality with lines about where it’s from and the farmers that delivered it. Very clever Woolies: ingratiate yourself into the only market you’ve not got a stranglehold on, the ‘I’ll pay a bit more because I’m buying it from the source’, ‘support the little guy’, ‘it tastes better because it’s in season’ organic-loving, cashed up, gourmand customer. 
Only problem is, Woolworths is by nature a monolithic, market-dominating force whose brand personality doesn’t really gel with the target market they’re trying to charm. It will be interesting to see if this tack works or if these Fresh Market Updates fall by the wayside.
Having said that, I will be picking up some broccoli this week, as per the smiling actor’s recommendation.
Well, it’s July and the Woolies Fresh Market Updates are still going strong…
*steps off soapbox*