Woolworths highlights Aussie Christmas traditions

Woolworths has kicked off its Christmas campaign with the centrepiece TV commercial capturing the “magic of classic Aussie Christmas traditions and the spirit of community”.

This year’s campaign ‘Make this Christmas a Classic’, produced in partnership with M&C, shines a light on the cherished moments we share at Christmas.

“The film follows the story of a young girl who is eagerly awaiting the arrival of Santa but becomes concerned that he may not find them,” reads a statement. “So, with her friends, she rallies the local community to build a larger-than-life carrot in the paddock to make sure Santa and his reindeer know where to stop on Christmas Eve.

“As the sun sets, families gather around a Christmas spread showcasing the fresh Aussie food that brings loved ones together during the festive season. The film ends with everyone celebrating as the giant carrot lights up the sky, reassured that Santa will not miss them in his Christmas Eve travels.”

The campaign was filmed at a family farm in Jeetho, 100km south-west of Melbourne in country Victoria.

“We recognise that many Australians are continuing to experience cost-of-living pressures, but they still want to be able to celebrate Christmas with friends and family within their budgets,” says Woolworths Group Chief Marketing Officer Andrew Hicks.

“At Woolworths, we’re focused on helping customers celebrate the festive season with their favourite affordable ranges, while also showcasing the best of Australian food.

“As Woolworths enters its centennial year, this Christmas campaign reflects on the enduring traditions that have shaped our connection with Australian communities. We’re proud to celebrate the spirit of togetherness, from the regional farms that supply our fresh produce to the families who gather around the Christmas table.”

The integrated multi-channel campaign launched on Sunday (3 November) and will “come to life” in stores all across the country this week. It will also roll out across radio, press, digital, content, social, and OOH.