Woolworths (ASX:WOW) share price struggles amid bricks frustration

Woolworths’ latest campaign is facing backlash for being too popular.

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A little kid cries in frustration because her blocks fell over and broke.

Image source: Getty Images

The Woolworths Group Ltd (ASX: WOW) share price is wobbling today amid reports its latest promotional campaign has customers frustrated.

Woolworths announced its Woolworths Bricks campaign last month. Since then, the collectable building blocks have been launched in the company’s supermarkets.

However, some customers are frustrated, complaining that many stores have sold out of the collectables in only a week.

Right now, the Woolworths share price is $39.35, 0.03% higher than its previous close. Though it spent the morning in the red, reaching a low point of $39.29.

Despite its rocky performance, the Woolworths share price is doing better than the broader market. The S&P/ASX 200 Index (ASX: XJO) is currently down 0.5%, having fallen 37 points at the time of writing. Additionally, the All Ordinaries Index (ASX: XAO) is also down 0.45% today.

Let’s take a closer look at what’s got the supermarket giant’s campaign into headlines.

The Woolworths share price is moving today amid reports the retailer has run out of its latest collectables.

However, Woolworths told The Motley Fool Australia it has plenty of its Woolworths Blocks left and it will continue to restock stores that have run out of the collectables.

Woolworths recently launched Woolworths Bricks, a collectable set of building blocks customers can use to build a miniature version of a sustainable Woolworths supermarket.

The campaign began last Wednesday, except in New South Wales and the Australian Capital Territory, where it will launch on 22 September.

Shoppers can receive one brick for every $30 they spend on groceries through Woolworths. There are 40 bricks to collect, depicting miniature versions of solar panels, checkouts and trolleys. Customers can also buy model delivery vans, electric trucks, and starter packs that come with a floor and front doors.

The bricks are made from 80% recycled material and can be recycled through TerraCycle.

However, some customers have complained that their local stores ran out of collectables. 

One shopper posted to the company’s Facebook page complaining their local Woolworths store and the supermarket’s online store have run out of Woolworths Bricks.

A Woolworths spokesperson said more Woolworths Bricks were on their way to stores:

Only one week in and we have seen families embracing the program, whether it’s collecting Woolworths Bricks with their shop to help build their own version of a sustainable Woolworths supermarket or purchasing the program’s accompanying merchandise.

Despite ordering more associated merchandise to accompany this collectibles program compared to previous years, we’ve found that demand for some items, including the replica electric-powered Woolworths delivery truck has far exceeded our expectations…

Stock of the Woolworths Bricks and the starter kits that help support the build of the replica sustainable Woolworths supermarket remains strong in all states and territories where the program is currently launched and will continue to flow to stores.

Woolworths share price snapshot

Despite today’s weak performance, the Woolworths share price is having a good year on the ASX.

It is currently 13% higher than it was at the start of 2021. It has also gained 22.5% since this time last year.

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The Motley Fool Australia’s parent company Motley Fool Holdings Inc. has no position in any of the stocks mentioned. The Motley Fool Australia has no position in any of the stocks mentioned. The Motley Fool has a disclosure policy. This article contains general investment advice only (under AFSL 400691). Authorised by Bruce Jackson.

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