Woolworths is embarking on a£20 million ad campaign using a the strapline - 'Let's have some fun' - which replaces the 'Well Worth It' tag used for five years.
The campaign follows Woolworths' ill-fated adverts featuring comedian Paul Kaye, who infamously described himself as a 'c***' for doing the ads.
The general merchandise retailer subsequently dropped incumbent agency Bates, which was responsible for the ads, and signed up BBH for the new campaign. The£20 million spend is slightly higher than previous marketing investment.
Three ads will be screened over the next few months, initially in Scotland then in England and Wales as part of Woolworths' back to school push.
A spokeswoman for Woolworths said that the change in advertising strategy reflects the shift in emphasis of the business under chief executive Trevor Bish-Jones.
She said: 'When Bish-Jones arrived, he conducted some extensive customer research and identified that Woolworths should be famous for kids, celebrations and family occasions. It's about having fun. This campaign is part of that.'
She added that while the Paul Kaye campaign was believed to be right at the time, it did not work for the retailer.
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