Franklins - Advertising

Advertising

Historically, Franklins never advertised due to it being a "no-frills" supermarket. Instead, it advertised specials at the stores, much like Aldi does now. Later, it advertised through their own catalogues, especially when it introduced fresh foods and liquor to its stores. But it was in 1998 when Franklins launched its first TV advertisement with the slogan "More in your trolley for less". Ironically, its rivals Woolworths and BI-LO launched their first advertisements around the same time and Coles was also given a new slogan, also at the same time. Shortly after Dairy Farm International exited the business in 2001, Franklins' advertisements used the slogan "Saves You Money". In 2002, the new Franklins was launched with the slogan "Look at us now!". In 2003 it was changed to "That's what I like about Franklins!" and again in 2004 to "Cheap and Cheerful". That slogan is now rarely used, being largely replaced with and branded as "Australia's Original Discount Grocer". The No Frills generic product range was relaunched in 2003 and promoted by its mascot "Red Sock" on TV advertisements and on its website. "Red Sock" now appears once every so often in the regular advertising on TV, radio, newspapers and catalogues for Franklins. In late 2009 Franklins changed back to the 2002 slogan "Look at us now!".