New campaign – Woolworths

Woolworths is supporting the launch of its new Argos-style catalogue, the Big Red Book, with a TV advertising campaign that breaks tomorrow (Thursday).

The campaign, created by Bartle Bogle Hegarty (BBH), features two executions with brand characters Wooly, the excitable roving reporter, and Worth, the strait-laced anchorman, reporting on the launch.

The first ad introduces the Big Red Book with Wooly reporting live from the printing press. He is so excited looking through the catalogue that his coat gets caught in the conveyor belt and he is stripped of his wool.

In the second execution, Wooly demonstrates the catalogue’s benefits, including the in-store collection point and online shopping. To illustrate the home delivery service he pulls a delivery man from under his desk.

Woolworths marketing director Stephen Robertson says: “This is big news for our customers, big news for our business and the biggest news story Wooly and Worth have ever reported on.” Zenith Optimedia handled media planning and buying for the campaign.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here