Woolworths is set to launch a major TV campaign next week to support the second phase of the launch of its value brand Worthit
Three 30-second executions will hit TV from Thursday, September 6 onwards and star Darth Vader, Kelly Osbourne and Rolf Harris alongside brand characters Wooly and Worth.
The ads are to support a 300 strong product extension of the Worthit! brand which is live in stores from Monday (September 3). New products appearing in the ads include a cutlery set, a dinnerware set, a roller set and a range of Worthit! own-brand DVDs.
Brand marketing communications manager at Woolworths, Lee Bannister, says: “We’re very excited by the potential of Worthit! because it has already been a success without the main promotional push that these ads spearhead.
“The Kelly and Rolf ads continue the series launched in cinemas last month with the 30-second ad staring Darth Vader.
He added, “They are seriously funny executions that showcase the ridiculously low-prices of Worthit! products at the same time as demonstrating the fun and loveable side of the Woolworths brand and its stores.”
The schedule kicks off with slots during the breaks on C4’s A Place in the Sun and ITV1’s Hell’s Kitchen and runs throughout September.
The ads were created by London-based agency BBH.
Group director at BBH, Steve Kershaw, says, "We're delighted to have secured both Rolf and Kelly to star in these ads.
“They are popular, interesting characters who interact brilliantly with Wooly and Worth. We're confident our core female consumers will find these both entertaining and informative."