EXCLUSIVE: The much anticipated Woolworths rebrand has released its second wave of creative with the first four short film installments airing today, following on from the Woolies characters identified in last week's launch.

Droga5 creative chairman David Nobay said that the chatter surrounding the new campaign was telling of the interest in the rollout but still premature as the main body of the campaign was still being revealed.

"Over the last fortnight, there's been a lot of talk about our new campaign for Woolworths, but in fact the main body of the campaign only starts rolling out today,” he said. “ In all, we shot individual stories on every one of the real Woolies characters, and each have their own 30 second spot, as well as online films, which give viewers a much more intimate picture of their rather unique personalities.

Directed by Amy Gebhardt for Exit Films, the initial introduction of the stalwart characters that make up Australia's Fresh Food People now ramps up to provide detailed backstories with the aim of personalising the quality and quantity of Australian produce and local sustainability promoted by the the retail behemoth. With post by The Editors and audio production by Nylon Studios the execution of the campaign is comprehensive and on blanket rotation.

“So far, the anecdotal response from the public has been really encouraging, so I suspect this isn't the last we've seen of Malcolm and the gang,” Nobay said.

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