1987-2009In 1987, Woolworths launched a new campaign, "The Fresh Food People", which is still in use to this day, albeit with a newer logo created in 2009.
The last remaining Safeway stores in Victoria, Australia changed their name back to Woolworths.
This version of the logo phased out the use of red in the logo. For a period of time, the company slogan was changed to reflect Woolworths' commitment to delivering its customers Australian produce.
The original slogan was restored along with a new version of the Woolworths advertising jingle.
The current Woolworths logo remains, but a new handwritten version of the chain's slogan started appearing in catalogs in late September.
This change came after the unsuccessful 'Cheap Cheap' campaign which tried to showcase Woolworths' low pricing using a series of ads starring a pair of green CGI birds. Not long after the 'Cheap Cheap' campaign began, Woolworths' rival Coles started their 'Coles Fresh' campaign. This caused the public's perception of product quality to fall in Coles' favour for the first time. Woolworths cut the campaign and returned to only using their 'Fresh Food People' tagline, although implementing a refreshed appearance including a new catalog layout and new ads promoting their Aussie grown seasonal produce.
Woolworths (Homeshop) | Food For Less | Flemings | Thomas Dux Grocer