Woolworths to boost Everyday Rewards program with new agency

Woolworths has appointed creative agency TBWA to drive a new brand strategy to boost its Everyday Rewards loyalty program.

Woolworths Everyday Rewards program boasts more than 10 million active members. Photograph Dallas Kilponen/Woolworths

Woolworths has appointed TBWA to manage the brand strategy and creative platform for its Everyday Rewards loyalty program as it prepares to ramp up the business.

The move is part of broad strategic play to build the Everyday Rewards business, which boasts 10 million active members, who earn points by shopping at Woolworths supermarkets, Woolworths Metro, BWS, Big W and Bupa, among a host of other businesses.

Woolworths wants to grow use of the suite of products within the Everyday Rewards business, such as Everyday Mobile and Everyday Insurance, by creating more incentivised offers within the program.

Everyday Rewards general manager of brand and marketing, Lauren Chapman, said, the business has ambitious plans to unlock value for its members. “It’s an exciting time of growth and evolution for Everyday Rewards as a brand and business. Our members are looking for value, from shopping and scanning their Everyday Rewards card to utilising our growing services such as Everyday Mobile and Insurance.”

TBWA will work alongside Woolworths Group’s lead creative agency M&C Saatchi, which will continue to manage the Woolworths Supermarkets marketing and advertising accounts across Australia and New Zealand.

TBWA Sydney managing director Elektra O’Malley said in a statement: “Everyday Rewards is recognised as one of Australia’s most popular loyalty programs and we’re incredibly proud to help shape its future. This is a platform where creativity meets insights. It’s not just loyalty marketing, it’s brand-building with immediate, measurable impact. And the creative potential is endless.”

The agency appointment comes as loyalty programs come under greater scrutiny as businesses double down on customer retention and incentivise consumers to drive greater loyalty and sales. It also coincides with the adoption of AI and new tech products to streamline and improve programs and real time incentives and offers for customers.

Last month, David Jones doubled down on loyalty by joining forces with Qantas, while next month, Myer will roll out significant changes to its Myer One loyalty program under executive chairman and former Qantas Loyalty boss Olivia Wirth.

Woolworths appointment of the Omnicom-owned agency follows recent structural changes by the global holding company, which launched an Oceania structure in a bid to drive greater collaboration across its agencies in the market to tap into areas of expertise. Omnicom Advertising Group CEO Troy Ruhanen told trade publication Mi3, “Omnicom has had an abundance of specialisms… but in fairness, I think we’ve been historically acting as sort of a brilliant collaborative kinship, or whatever you want to call it, versus having the discipline of really bringing that together. We’re saying it needs to move from that into serious collaboration and be able to really tap into each of the specialisms within the groups and realise the full potential. Because clients are looking for it, and we see the opportunity to do things that way.”

TBWA’s sister agency DDB currently manages the Coles supermarket account through the bespoke Smith Street agency model along with media agency OMD, while Clemenger BBDO previously worked on the Flybuys loyalty business, through the CHEP Network.