Woolworths and Jamie Oliver bring Christmas together in a new campaign via Droga5
Woolworths will kick off its Christmas campaign tonight with television commercials featuring much-loved chef, Jamie Oliver via creative agency Droga5.
The new “Bringing Christmas Together” campaign is the first since the announcement of Woolworths’ partnership with Jamie Oliver and features him hosting an Aussie Christmas BBQ in London using great-tasting, fresh Woolworths produce, including Christmas ham and prawns.
Following a successful social media call out, Oliver was joined by hundreds of Australians living in London who were keen for a taste of home. He prepared the festive fare with the support of three Woolworths’ store managers.
Says Jess Gill, Woolworths general manager of marketing: “Thousands of Aussie families will be looking to create the perfect BBQ this Christmas and we want to inspire our customers to get excited about what they can achieve at home in their kitchen using fantastic flavours, fresh ingredients and help from Jamie.
“The Christmas commercial is an exciting first look at what is to come from our partnership with Jamie Oliver – it’s all about inspiring a healthier Australia through delicious and affordable fresh food.”
Throughout the Christmas campaign, Oliver will introduce shoppers to exclusive Christmas recipes that can be found in store and online at www.woolworthschristmas.com.au.
Woolworths’ 500,000 Facebook followers will also get the chance to pull a virtual Christmas cracker with Oliver through a game that lets shoppers swap their profile pictures to sit at the table with Jamie, get recipes and tips and pull a cracker to get jokes.
The 60″ commercial airs tonight during the finale of Recipe to Riches on Network Ten with 30″ and 15″ ads rolling out in coming weeks. The campaign will also run online, in store and through catalogues. To see the ad, visit Woolworths YouTube Channel.
Agency: Droga5
Creative Chairman/Partner: David Nobay
Creative Directors: Dan O’Bey & Michael Barnfield
Business Director: Jonny Berger
Head of Business Management: Jamie Clift
Agency Producer: Emma Friend
Production Company: Fat Lemon
Director: Chris Faith
Executive Producer: Jane Bolton
Producer: Cabell Hopkins
PR Agency: One Green Bean
Media Agency: Carat
3 Comments
Does this mean we should simply Google the back catalogue of Jamie Oliver’s ads for Sainsbury’s to see what Woolworths will be doing for the next few years?
Or they could use the Sobeys work from Canada as a guide.
http://www.youtube.com/watch?v=apDgVqZG0rA
So Droga simply rip off what Sainsbury’s have been doing for years just without an idea and post-rationalise it as a Christmas away from home. Sadly this is as bad as Coles which we all thought would be impossible but they have proved their match. Lazy work all round from the category and so-called agencies.