Woolworths is to advertise on cinema screens for the first time in its history with a 60-second ad staring Darth Vader and brand characters Wooly and Worth.
The ad, which promotes the company’s new ‘Worthit!’ brand and has been created by BBH, breaks before Pearl and Dean screenings of the latest films including Oceans 13, Fantastic Four 2 and Shrek 3 on June 15.
Brand marketing communications manager at Woolworths, Lee Bannister, said: “The first time we’ve ever recorded a screen ad for an own-brand, that’s how important ‘Worthit!’ is to the company.
“It tells a story that our customers often relay to us – you forget what you go in for at Woolies because you find products you never knew you needed.”
Woolworths has a long-association with cinemas but has never used it as an advertising channel before now.
Woolies stores will often be found next to cinemas or old cinema buildings as they used to be purposely sited there because of the high footfall and to capture pre-film pic ‘n’ mix sales.
Bannister continued, “We picked cinema to launch the Worthit! campaign because the audience targeting was just right and because cinema gives you longer slots, enabling us to show the full-length version of the ad.“The fact that the star of the commercial has big screen connections was an added bonus.”
Media buying is by Zenith Optimedia.