Woolworths is ditching its famous ‘Well worth it’ tagline after five years, following the appointment of Bartle Bogle Hegarty (BBH) to the retailer’s £25m advertising account. The agency won the business earlier this year, stripping Cordiant-owned Bates UK of an account it had held for 17 years (MW March 27). The new campaign will feature a new strapline – ‘Let’s have some fun’ – and will be rolled out in Scotland this week. The ads will be broadcast in England and Wales later this month. The decision to move from a value-led strapline to an ’emotional’ strapline is a reflection of research carried out by Woolworths to find out what the brand means to customers. The findings concluded that a visit to the retailer is seen as an ‘enabler to giving or creating fun’.