Woolworths celebrates the little things that make the Aussie festive season special in newly launched campaign via M&C Saatchi, Sydney
Woolworths has introduced its Christmas brand campaign, developed in partnership with the M&C Saatchi, with a celebration of great Australian fresh food and the moments Australians spend with their family and friends that makes the season memorable.
The campaign is anchored with a 60 second commercial, capturing the simple joy of a mango that signals an Australian Christmas. It brings back memories for the main character, and creates new ones for the next generation of her family.
The commercial was filmed on a mango farm in the Northern Territory, which have supplied fresh mangos to Woolworths for 13 years.
The campaign advert also features the music of up-and-coming Australian band Great Gable from Bunbury, Western Australia and their song, “Our Love”.
Says Andrew Hicks, chief marketing officer, Woolworths: “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.
“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 mangos, 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.
“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.”
Says Shelley Parsons, executive creative director, M&C Saatchi Woolworths: “Creatively, we approached Christmas with the same care and authenticity as Woolies by leaning into the heart of the brand—family, fun and incredible Australian fresh food. It’s a simple story of the little things, family rituals and treasured memories, that make Christmas special. All with a contemporary Aussie soundtrack by the brilliant Great Gable.”
The integrated multi-channel campaign launched on Free to Air TV on Sunday (6 November) and will come to life in stores all across the country this week. As well as roll out across radio, press, digital, content, social, and OOH.
Woolworths
Andrew Hicks – Chief Marketing Officer, Woolworths Group
Jane Saleh – Director, Woolworths Brand & Marketing
Nick Chapman – Group Creative & Brand Director
Caroline Squire – General Manager, Brand
Jaime Brock – Senior Marketing Communications Manager
Leni Herbert – Marketing Communications Manager
Kara Landrigan – Marketing Communications Manager
Ria Ibanez – Marketing Communications Planner
Creative Agency: M&C Saatchi
Cam Blackley – Chief Creative Officer
Shelley Parsons – Executive Creative Director
Niccola Philips – Creative Director
Lizzie O’Hara Boyce – Senior Copywriter
Lisa Milner – General Manager
Julia Mahoney / Jake Tucker – Group Account Director
Cassandra Williams – Senior Account Director
Rod James – Head of TV & Content
Production company: Sweetshop
Director: Liz Murphy
Producer: Jules Shelton
Managing Director: Edward Pontifex
Executive Producer: Greg Fyson
Editor: Mark Bennett
Post production: Resolution Design
Music and sound design: MassiveMusic
Artist and song: Great Gable, “Our Love”
21 Comments
had some level of distinctiveness
Beautiful spot, great track, very Australian and very touching – really enjoyed watching this!
What a difference a real track can make, and great to do it without all the stereotypical tinsel.
Mmmm. I think Coles wins.
Love this track! Such a special spot. Captures the real meaning of Xmas perfectly. Nice job
This is really sweet
Loved the nostalgic element. Just people coming together, not about presents, carols or Christmas trees. Great job
Is this an ad for mangoes or Woolworths. I can buy mangoes at Coles, Aldi and a case on the side of the road. This is bland and won’t cut through.
This is amazing! The music is uplifting and the story is beautiful. I have goosebumps. A real Aussie Xmas experience.
The last three comments are suspiciously similar in language and tone.
Coles wins for sure and Mangoes do not make Xmas.
Love the comment: no tinsel! This is a very well made spot, a clear emotive story, it’s nicely directed and shot, plus good to see a major advertiser backing a young Aussie band….
Looks like a step backwards in terms of brand identity elements and distinctive brand assets relative to the “today’s fresh food people” work of late.
Woolies usually does a better job than this spot – integrating brand elements to drive Coles-beating attribution, sonic and visual identity. This could be either big supermarket other than the end-frame (although the greenery out the window is noted – just not enough).
I do think that the core story fits Woolies – about fresh food and people. It’s the generic execution…
You’ve made your point and we know you LOVE everything about this TVC.
the work is lacking any originality or charm.
SLAY
What story?
Coles was a 5. Woolies a -5.
Nuh.
But probably the best ad from the big 3 supermarkets
It’s a charming ad to watch, but hardly grabs attention. Will get lost if you’re not glued to the ads which most people aren’t. Definitely a Wollies feel, true to The Fresh Food People, but zero reason to switch or even take a look at what Wollies have to offer for Christmas. Surely they could have managed to do both.