Greenhouse Book 3

A BLAST!

This year, we were
determined to be
Australia’s Home for
Christmas.
Each store was lovingly
decorated.
Our extraordinary
Christmas food range was
mouthwateringly featured
on over 2,000 OOH sites.
Our 60-second Christmas
film achieved over
40 million video impressions.
And the whole campaign
was visually linked
by our distinctive festive
wrapping paper motif.
Our campaign reached
90% of grocery buyers,
who obviously embraced it,
given Woolworths took
the lead for the third
Christmas in a row.



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DELIVERING THE FUTURE

That little white rectangle
is the top of a Woolworths
online delivery truck
heading up the coast
to the summer campsite
of a Woolworths
online shopper.
This shot is from our
summer campaign.
But it’s also a preview
of what’s to come.
Our customers
are increasingly busy.
They expect their
shopping to be delivered
to where they want it,
when they want it.
We already offer Delivery.
And Pick Up.
But soon there’ll be a
multitude of ways to order
and receive your shopping.
Which might just be
a meal for one, that suits
the growing number of
single-person homes,
or a commercial quantity
for businesses.
Online shopping is
growing fast.
And whatever it becomes,
we’ll not only deliver it,
we’ll lead the way.



BWUOZRZDS

Mr Lightyear was just one
of an all-star cast of
Disney characters who
played their role in the
Disney Words campaign.
Kids loved collecting
their favourites.
Parents loved that it made
learning literally fun.

The very first
Countdown TVC by
Greenhouse Auckland.
This 45-second spot
launched ‘Grower Fresh’,
a new platform that
acknowledges the unique
relationship Countdown
have with New Zealand
produce growers,which
results in the highest
quality for our customers.

OBOFROFUEXTTSHHE
IN NZ

SPOT
THE
DIFFERENCE

The bean on the left came from Woolworths.
The one on the right from our main competitor.

Can’t spot the difference?
Well neither can a lot of our customers.

And that’s our challenge.
Brands only keep growing if they continue being

different to their competitors.
In retail, if you aren’t meaningfully different,
no one is going to drive past a more convenient

option to visit your store.
Commendably, over the last three years, we’ve
built considerable momentum, but research
suggests we’re still too similar to our competitors.

We need greater differentiation if we are
to enjoy sustainable, long-term growth in this

increasingly combative market.
Our competitive set will go well beyond

other supermarkets.
Indeed, we’ll be going head-to-head
for every meal against all sorts of providers.

Some who don’t even exist yet.
Excitingly, that differentiation can start

at Greenhouse.
Ask yourself this little question when
you’re next developing a strategy, or writing
a brief, or creating a new campaign:

‘Is this different?’
Different, perhaps, to how you did it last time.

Different to the way our competitors do it.
Different enough to really get noticed.
When it comes to differentiation,
you can be the difference.