Woolworths celebrates the little things in new Christmas campaign via M&C Saatchi Group
Woolworths has unveiled its latest Christmas campaign in partnership with M&C Saatchi within the Greenhouse Collective, celebrating the little things that make Christmas special including coming together over the festive season with loved ones.
The integrated campaign launched with a 60 second commercial last night.
The content follows the journey of school children dressed to represent fresh food from across regional Australia, including cherries from Young, NSW and mangoes from Dimbulah, QLD, as they venture to perform in a Christmas Spectacular for their family and friends. When one child forgets their costume en route, the children and a few parents band together to help make a spectacular Christmas cracker costume just in time for the show.
Says Andrew Hicks, chief marketing officer, Woolworths Group: “We know it’s the little things that make Christmas special, including all the festive events and moments throughout the season that you share with your loved ones.
“Food is at the heart of many festive celebrations and as today’s Fresh Food People we wanted to shine a spotlight on that through our latest campaign, which highlights our incredible produce, including Australian grown mangoes and cherries. And no Australian Christmas is complete without prawns.
“We also know that value will be more important than ever this year, so as part of our Christmas campaign we’re encouraging customers to spend less with us by taking advantage of our Prices Dropped for Christmas and Low Prices that families can rely on like our $8 per kilo award-winning half leg ham. Plus additional value for our members with Everyday Rewards Member Prices to cater to every budget this year.”
Says Richard Morgan, executive creative director, M&C Saatchi: “This year more than ever, the idea and energy behind this campaign feels like it’s right for its time. Set to a reimagined version of the classic track ‘Everybody needs somebody to love’ made famous by The Blues Brothers, it captures the spirit of a community coming together from across our growing regions to share a little moment that makes Christmas special. It was brilliant working with the Woolworths team and Finch to bring it to life, we couldn’t be prouder.”
Renowned director Michael Gracey and FINCH filmed and produced the commercial, capturing scenes in Far North Queensland, and regional locations across New South Wales.
Adds Hicks: “Woolworths operates in communities right across the country so it was important we showcased the breadth of our engagement and partnership with regional Australia through this year’s campaign. These locations are at the heart of where we source our great Australian fresh produce, while also giving many young people their first job working within our store in these regional towns.
“We’re really pleased to be able to work with diverse young local talent from these communities to bring this Christmas campaign to life.”
The integrated multi-channel campaign launched on Free to Air 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
Jane Saleh – Director, Woolworths Brand
Cassie Wheeler – General Manager, Woolworths Brand
Samantha Smith – Senior Brand Communications Manager
Nikita Dinan – Brand Communications Manager
Aimee Spiteri – Brand Communications Manager
M&C Saatchi
Michael McEwan: Chief Executive Officer
Emily Taylor: Chief Strategy Officer
Cam Blackley: Chief Creative Officer
Richard Morgan & Shelley Parsons: Executive Creative Director
Niccola Phillips: Creative Director / Senior Art Director
Phil Leece: Creative Director / Senior Writer
Mike Burdick: Senior Writer
Lisa Milner: General Manager
Julia Mahoney: Group Account Director
Lewis Harvey: Senior Account Director
Vanessa Graham: Group Strategy Director
Sarah Pont: Strategy Director
Social Team: Andrew Gitto, Jamen Percy, Jansie Wyn, John Agnew
Maria Austin: Creative Director, Design & Rollout
Rod James: Head of Production
Production Company: FINCH
Director: Michael Gracey
Producer: Caroline David
DOP: Matt Toll
Art Director: Loretta Cosgrove
Costume Designer: Matt Stegh
Executive Producer: Corey Esse
1st Editor: Patrick Correll
2nd Editor, ARC, Laurence Van Camp
Post production: Resolution Design
Stills Photographer: Paul Blackmore
Music & sound design: Massive Music
34 Comments
This is how you do Christmas Coles.
https://www.youtube.com/watch?v=tvXBbsRU83Q
Well I thought both were great, c’mon it’s Christmas and I didn’t see any prawns or mangoes at sainsburys! Grinch.
Beautifully on brand, completely different from anything Woolworths has ever done and leaves Cole’s effort looking ham smoked.
Well done to all involved.
Goodness me, really. People dressed up as food. Is must be Christmas. Christmas Hammy?
Wow that is pretty much the same kids costume Xmas show concept isn’t it and for a supermarket chain as well. Not good. Did the client know? Tisk, Tisk
Wow… Sainsbury’s is so much better. PS: I know it’s all about diversity, but why is it the diverse cast that doesn’t have a suit? Like the ad with the diverse mum who can’t afford trainers… kind of reverse diversity, right?
Lighten up, guys! It’s almost Christmas! This one made me smile. The kids look like they had a great time and there’s lots of sweet moments. And come on… the mango backbend? Are you sure you didn’t smile just a little bit?
Could be a combo of a great song choice and the genuine joy of the kids captured on-screen, but this definitely slays all the other Chrissie work I’ve seen this year. Nice work, M&C Saatchi, Finch and Michael Gracey.
I like it. Good energy. It’s got the feels. Well done.
Yeah I should lighten up. Woolies ripping off UK ads, ripping off farmers, ripping off customers… what else are they ripping off in the back room?
Same idea AND same director??
Entirely charming and wonderful.
It’s a vibey, upbeat ad and it’s FUN and clearly the kids are also having a massively good time! Top work.
Lazy on Woolworths part.I personally know the size, resources and the cost of running their marketing department.Originality should be the minimum expected.
Who doesn’t love a back-bending mango? Twinning cherries? Bus-trippin’ prawns? Love the fresh, frolic full of feel-good fun.
“Same idea AND same director??”
Haha. Yes.
…it’s all very Love Actually. But who can stay mad at a gaggle of prawns.
School of prawns. School.
This is lovely and the costume designer deserves an award – those cheeky mangos! And the ‘gaggle of prawns’ is delightful.
What Sainsbury’s think ?
Goes to show how important tone is.
Happy, smiley, dancey is not relatable.
Thats not how life is.
This is pretty shocking. I mean if you’re going to copy an ad at least make it better than the original. Tough task though.
Saying this is the ‘same’ as the Sainsbury’s ad is like saying all ads with fruit costumes are the same, or all ads with any costumes, or all ads with children or music or Christmas or just all ads that are ads – they’re all the same
Ffs
So two Xmas ads, both showing kids dressed up in costumes performing in a play are not the same idea, if there is an actual idea?
Unmemorable and cheesy
Not a bad concept and a bit of christmas cheer always goes a long way, but this feels underdone, the grade is messy, and I actually found myself getting bored halfway through it which is quite unusual for christmas spots.
You know when the thread devolves into picking on a film grade done by one of the top post houses and DP’s in Australia, that someone’s clutching at straws to hate on something. I think its great guys; charming, fun and totally on brand (Wait, there’s that grade again…)
It looks like it was shot underwater
The grade and cinematography is underwhelming.
It’s a christmas ad for one of the biggest brands in Australia and it looks like someone shot it on an iPhone 4 with a fingerprint on the lens.
What about hannukah?
It’s bloody average
Especially for whatever was spent which would have been a lot
A bunch of kids dressing up as veggies for a show ?
Let alone similar to a Uk campaign for a supermarket of all things ??
You couldn’t write that irony, but there it is
At least need to come up with your own ideas people!
Good fun. Nice song. A bit of joy.
Well, isn’t this Woolworths ad the gift that keeps on giving… déjà vu! Who knew that ‘creativity’ these days meant playing a game of ‘spot the difference’ with Sainsbury’s classics? Kudos to the creative team for saving on brainstorming hours and proving that imitation is not just flattery, but a full-blown strategy.
So people think WW’s is a copy of Sainsbury’s?
Big deal.
Is it any less original than Westfield, QIC, Big W, Coles,
Stockland, or 99.9% of all the other Christmas campaigns?