Customers across Australia and New Zealand have helped inspire Woolworths’ 2026 festive campaign.

To shape the ‘Tastes Like Christmas’ campaign, the retailer issued a social media challenge to customers on both sides of the Tasman, asking them to share what ‘tastes like Christmas’ to them – from cherished family recipes to quirky seasonal favourites they look forward to each year.

Entrants competed for a chance to win a $500 Christmas shop, with the top food ideas, including a trifle and key lime pie, selected to feature as meals in the main campaign including the TV commercial.

Woolworths then transformed these genuine customer responses into a “one-of-a-kind” Christmas carol, which the retailer says captures the “true spirit and diversity of how local communities celebrate the season”. The song takes inspiration from the classic ‘It’s the Most Wonderful Time of the Year’ Christmas song.

Woolworths Chief Marketing Officer Sean Barrett says every family across Australia and NZ has their own unique festive traditions, but food is always the thread that brings everyone together.

“When we asked our customers what Christmas tastes like to them, we were overwhelmed by the warmth, nostalgia, and personality in their answers,” he says.

“Whether it’s fresh Aussie seafood on the deck, a classic roast with all the trimmings, or a beloved family dessert, those distinct flavours trigger our best holiday memories. By delivering exceptional value on everyday festive staples, we’re also making sure every family can celebrate the tastes they love on every type of budget this year.

“This campaign puts our customers’ voices right at the heart of the festive season, turning their favourite Christmas moments into a soundtrack for everyone to enjoy.”

The multi-channel integrated campaign marks the first festive work delivered in partnership with Woolworths’ new creative agency partner, Droga5 ANZ, and represents the first major trans-Tasman campaign for the retailer.

Building on the Christmas carol theme, Woolworths will partner with Spotify to sponsor Christmas-inspired and personalised playlists, as well as deliver integrated content showing Spotify users what their ‘Christmas Cook Profile’ is based on their listening habits.

The integrated campaign launches across Australia and NZ today (2 November) and will roll out across free-to-air TV, radio, print, OOH, digital, YouTube, subscription TV, social, influencer and in-store.