In the lead-up to Christmas, Woolworths extends its ‘Ham King’ TVC in print with the inclusion of the hero ham recipe. The ad not only reinforces the television campaign but positions Woolworths as the destination for fresh, simple Christmas culinary solutions. This brand approach also departs from previous retail-centric communication.
The advertisement appeared in a Woolworths sponsored Carols in the Domain lift-out in a Sydney metropolitan newspaper, and follows on from their scented newspaper advertising that rolled out as a part of their 2012 Christmas campaign.
See also our Best Practice Approach resources including the Action Map, a proprietary newspaper measure which identifies the form of action a newspaper ad is likely to generate. Likewise, find out about the Role Map, which illustrates how consumers connect with newspaper advertising across the Six Strategic Roles.