Woolworths Group had been opened, although in April the company also entered administration and closed. The Woolworths store in Dorchester, Dorset was reopened as an independent business named "Wellworths" by the store manager Claire Robertson. The store was officially opened by BBC Radio 2 DJ Chris Evans on 11 March 2009. It was later renamed "Wellchester". Wellchester ceased trading in August 2012, after store manager Claire Robertson left to set up her own retail consultancy business. The Woolworths brand and domain was bought by Shop Direct Group, owned by Sir David and Sir Frederick Barclay, on 2 February 2009. The company announced
Woolworths Supermarkets Woolworths store, ending the Safeway brand in Australia after 54 years. In 1987, Woolworths launched their "The Fresh Food People" campaign, the fundamental campaign that existed until 2012, when they slightly modified their long-running slogan with "Australia's Fresh Food People" to more directly identify them as "Aussie". Then they brought the original "The Fresh Food People" slogan back in 2014 along with a new commercial lineup. Loyalty schemes include a number of incentives for purchasing at their stores by subsidising petrol prices at Caltex Woolworths petrol stations and the now defunct Woolworths Plus Petrol. Discounts included 2-cent, 4-cent, 6-cent and