I have no idea who heads up Woolworths’ Marketing department, but it seems that the retailer has lost the plot! Once the darling of all, seen to be above reproach in the quality of the products it sells and the lengths that Woolworths will go to find the most organic and animal-friendly produce for its customers, it is being lambasted for copying other brands, for importing tomatoes, peas and more, and for making misleading claims about its products. In addition, it seems to have lost the link between its expensive sponsorship of TV food programmes and its stores!
Let’s start with ‘Hayden Quinn: South Africa’, a programme which has been running on SABC3 for the past 9 weeks, a travelogue of our beautiful country, and documentation of Woolworths’ sourcing of sustainable and ethical produce, or so it is presented. We have been exposed to Woolworths suppliers of tomatoes in Stellenbosch, organic wines made in Franschhoek, apples and pears grown in Grabouw, SASSI-friendly fish sourcing, and the pasture-fed lamb from the Karoo. Criticism has been leveled about the use of an Australian surfer who came third in MasterChef Australia in 2011, as the tour guide to our country and the guide to its sustainable food and wine treasure chest, a self-confessed ‘cooker’ and not a chef! The dishes in the eight episodes to date have been as basic as salads, pizzas, and sandwiches, with a mussel pot and an Eton Mess too. In some episodes the Woolworths punt has been so strong (i.e. the tomato growing) that it has become irritating, but of late the strong Woolworths promotion has been toned down. Surprising is the low-key advertising for Woolworths in its half-hour episodes, and is nothing as mouthwatering as the Woolworths’ commercials we have seen on MasterChef SA Seasons 1 and 2. Nedbank is the other Continue reading →