The Woolworths Group Ltd (ASX: WOW) share price has gained 5.27% since Endeavour Group Ltd (ASX: EDV) split ranks and listed on the ASX.
Woolworths' shares finished Friday's session trading at $39.52, 0.89% higher than its prior closing price. It was also the Woolworths' highest closing price ever, a record it has broken every day since Wednesday.
Endeavour debuted on the ASX on 24 June 2021. At that point, Woolworths shares were going for $37.54 apiece.
Let's take a look at what Woolworths' has been up to since it spun off its hotel, liquor, and gambling holdings.
How Woolworths' shares have performed since Endeavor
While some were concerned the spin-off could be disastrous, Woolworths has gone from strength to strength since ditching Endeavor.
Despite falling 15% in intraday trade on 24 June, the Woolworths share price finished Endeavor's first day on the ASX 0.5% higher.
Since then, it appears the Woolworths share price has been boosted by COVID-19 lockdowns in Sydney, news it will open an online-only store, and the creation of a digital wallet.
However, the next boost to Woolworths might come from its latest market campaign.
Today's Fresh Food People
The Woolworths share price was higher on Friday amid the launch of the company's new brand campaign.
While the marketing campaign likely had little effect on the Woolworths share price, it might have moved viewers of the Tokyo Olympic Games.
The new campaign was first broadcast on television during the opening ceremony on Friday night.
It's a reimagining of the now 34-year-old Fresh Food People campaign, titled Today's Fresh Food People.
According to Woolworths, the campaign celebrates the diversity of the employees of Woolworths' supermarkets, Metro stores, online marketplace, and the Woolworths Food Company.
Woolworths' chief marketing officer Andrew Hicks commented on the campaign, saying:
Australia and the world has changed profoundly over the last 18 months, and so have the expectations of our customers. As today's fresh food people, we need to evolve and grow with them…
[We] will continue our focus on our team bringing a little good to everyone everyday while ensuring our priorities match customers' expectations on how we can create a better tomorrow for all Australians. Keeping Australians COVID-safe and the care we show for team and customers during these times will also continue and be a key part of what it means to be Today's Fresh Food People.
Woolworths share price snapshot
It goes without saying that the Woolworths share price has been having a good run lately.
Woolworths shares have gained 16% since the beginning of 2021. They're also 20% higher than they were this time last year.
