Woolies launches new ‘Picked for Christmas’ television campaign via M&C Saatchi, Sydney


Woolies has unveiled its 2019 Christmas campaign ‘Picked for Christmas’, created by M&C Saatchi Sydney.


Whether you’re looking for the perfect ham, beautiful fresh cherries or seafood, Woolworths ‘Picked for Christmas’ campaign celebrates the passion of The Fresh Food People in picking only the best to bring your festive feasts to life.

The supermarkets’ Christmas TVC, which launched overnight, is set at a ‘Woolworths Christmas’ fantastical garden cottage, reminiscent of Santa’s workshop. The advert highlights everything fresh and wonderful that Woolworths stores across Australia offer customers over the festive season.

Bringing the Christmas cheer, ‘Sleigh Ride’ by Leroy Anderson, provides the soundtrack to the fresh food people hard at work gathering the freshest produce and then baking and basting, testing and finessing a table full of tasty Christmas fare – just in time for Christmas.

Says Andrew Hicks, chief marketing officer, Woolworths: “As The Fresh Food People, our campaign represents the energy, care and hard work that goes on behind the scenes to make Christmas special and as easy as possible for our customers and their loved ones to celebrate together.

“From traditional roasts and perfect puddings, beautiful fresh mangoes, cherries and even a carrot being left out for the reindeer visit, Woolworths is proud to have picked everything for you to make this a Christmas to remember.

“We have also taken it up a notch this year with our Christmas execution in stores. Customers can expect lots of in-store theatre to help bring the season to life with lots of fun activities planned for parents and their kids.

“We hope our campaign captures the imagination of Australians all across the country.”

The integrated multi-channel campaign will feature on TV, radio, press, digital, content and social, as well as in cinema and out of home.

A bespoke landing page on the Woolworths website, Fresh magazine, and recipe cards in-store will also offer tips and Christmas recipes to ensure customers can pick the best selection of ingredients, and products, to create a range of special dishes to share with family and friends.

Creative Agency: M&C Saatchi, Sydney
Creative Partner: Tom McFarlane
Creative Director: Phil Leece
Creative Group Head: Peta McDowell
Group Account Director: Julia Mahoney
Account Director: Lewis Harvey
Head of TV & Content: Rod James

Production Company: Sweetshop
Director: Melanie Bridge
Music and Sound Design: Song Zu
Editing: The Editors
Post Production: Res

PR Agency: PPR

Media Agency: Woolworths@Dan

Client: Woolworths
Chief Marketing Officer: Andrew Hicks
Marketing Director – Brand: Nick Chapman
Head of Marketing Communications: Caroline Squire
Marketing Communications Planner: Kerry Fitzgerald
Marketing Communications Planner: Samantha Smith