Woolworths has unveiled its Christmas brand campaign, “celebrating the little things that make the Aussie festive season special”.
The campaign, developed in partnership with M&C Saatchi, is anchored with a one-minute commercial, “capturing the simple joy of a mango that signals an Australian Christmas”.
The commercial was filmed on a mango farm in the Northern Territory, which has supplied fresh mangoes to Woolworths for 13 years.
The campaign advert also features the music of up-and-coming Australian band Great Gable from Bunbury, Western Australia.
“After a few years where Christmas celebrations have been interrupted, we know this festive season will be more special as families and friends are reunited,” says Woolworths Chief Marketing Officer Andrew Hicks.
“As Today’s Fresh Food People, we are privileged to play a role in helping customers carry on their family traditions.
“We have anchored our lead creative for the campaign in the nostalgia created by memories of childhood and Christmas celebrations. Whether it’s the smell of a warm crackling ham coming out of the oven or fresh Aussie mangoes, it’s the little things that bring the spirit of Christmas to life for so many.
“We have also put a celebration of all things Australia throughout; from the food, the farms who supply our stores, and the Australian artists whose music help deliver the joy.
“While customers have faced another challenging year, what we’re hearing from them and our team is they’re ready to celebrate, reunite with loved ones, and create new memories.”
Mr Hicks adds: “The campaign throughout the season will also focus on how we’re committed to delivering meaningful value for our customers and team by making it easier for them to get their Woolies worth this Christmas, whether it’s through our Prices Dropped for Christmas or a range of Christmas classics that will be the same price or less than 2021.
“We also know many will do it tough this season, so we are continuing our long-term support for our community partners through food appeals and food drives.”
The integrated multi-channel campaign launched on free to air TV last night. It will “come to life” in stores all across the country this week, along with a roll out across radio, press, digital, content, social, and OOH.
