Woolworths shares the spirit of Christmas in newly launched campaign via M&C Saatchi
Woolworths has launched its 2020 Christmas campaign via M&C Saatchi Sydney, encapsulating the Australian spirit of generosity.
The ‘Sharing the spirit of Christmas’ campaign encourages Australians, however they choose to celebrate Christmas with their loved ones, to share fresh food from around Australia, support local farmers and producers, and give generously back to the community.
A key component of the campaign is the ‘Sharing the spirit of Christmas’ TVC, centered around a carrot farming couple who get a surprise visit from Santa and his reindeer. In the spirit of sharing, the couple offer Santa’s reindeer their carrots in the field before they head back into the Christmas night. As Santa’s sleigh pulls away, magic dust is sprinkled into the field, generously replenishing the carrots below.
Says Andrew Hicks, chief marketing officer, Woolworths: “It’s no doubt that this year has been a challenging one but what 2020 has shown us is that the spirit of sharing, generosity and kindness has never been more pronounced.
“Sharing the spirit of Christmas is a celebration of what makes us uniquely Aussie – looking out for one another and that feeling of coming together and sharing fresh food during Christmas.
“We take great joy in knowing the role Woolworths plays in helping families and friends celebrate Christmas in a uniquely Australian way, with the freshest Australian grown produce, traditional roasts, a new exclusive Gold dessert range that includes Australian native ingredients, and, of course, carrots for Santa’s reindeer too.”
This year Woolworths will be sharing the spirit of Christmas by:
– Sourcing the best fresh food from Australian Farmers;
– Launching a new exclusive Gold dessert range made in Australia and featuring native Australian ingredients;
– Partnering with OzHarvest to help provide 6 million meals to Australians in need, with the help of their generous customers;
– Sharing Christmas recipes, tips, food guides and ideas on the Woolworths website and Fresh magazine to make Christmas easier this year;
– Helping ensure customers can have a COVIDSafe shopping environment
The integrated multi-channel campaign launched on Free to Air TV on Sunday (8 November) and will also roll out across radio, press, digital, content, social, and OOH.
Fresh magazine and a bespoke landing page on the Woolworths website will also offer tips and Christmas recipes to help customers create a range of special dishes to share with family and friends.
Woolworths:
Andrew Hicks – Chief Marketing Officer
Nick Chapman – Director, Brand Expression
Caroline Squire – Head of Marketing Communications
Siobhan Petri – Marketing Communications Manager
Evette Sanders – Marketing Communications Planner
Kara Landrigan – Marketing Communications Specialist
Creative, M&C Saatchi:
Tom McFarlane – Creative Partner
Ant Larcombe – Head of Visual Communications
Jermaine Rowe – Senior Copywriter
Nathan Moore – Senior Art Director
Julia Mahoney – Group Account Director
Cassandra Williams – Account Director
Damien Eames – Strategy Director
Rod James – Head of TV and Content
Sarah Miller – Senior Print Producer
Lynton Peddie – Senior Designer
Blair Palmer – Senior Integrated Designer
Mick Tonello – Senior Finished Artist
Production:
Director: Alyssa McClelland
Production Company: Finch
VFX: Blockhead Studios
Original Music & Sound Design: Songzu
Media Agency: Woolworths@DAN (Dentsu Aegis Network)
PR Agency: BCW Australia
31 Comments
Not what I was expecting.
Noice.
Good job guys, all the magic of Christmas and Alyssa, that food looks yum as! 🙂
Beautifully produced piece of old school Xmas magic. Seamless link to WW’s fresh produce. Interesting that both Aldi and WW’s have gone strong on Santa Claus. However, both work because both campaigns are true to their brand’s strengths.
Take a bow Alyssa.Beautiful work.
V. Nice. Lovely, lovely work.
You are right Merry Christmas.Both ALDI and Woolworths know precisely what their brand is about and what their customers expect from them.Great Christmas campaigns by both.Coles meanwhile remain worryingly confused.
Team dragon vs. team reindeer
This is ok. Average at best.
I expect there will be loads of brands doing worth stuff after the sshow this year. This just made me smile.
Great job well done Woolies. Better than Coles. Less acid than Aldi.
Nice work Tommy and team. Beautiful as always. And great seeing Septimus as a carrot farmer. He’s a top bloke too.
Not try hard just a lovely message and beautifully crafted.
An idea in one of the supermarket duopoly’s commercials.
Aldi paved the way, Woolies is starting to keep up and soon Coles might too.
Restoring ideas to Aussie advertising.
Fingers crossed.
But Joe Public might think it’s really fun
ful.
Yes it is fun,which kids the world over could do with more of right now.
I don’t think kids get their entertainment from Woolworth’s adverts.
think that this is good?
I suspect you don’t have young kids.
Not the best but I liked it. Reindeers were cute. Good job to those involved. *thumbs up*
I think this is good.The casting is really likeable,the CGI by Blockhead is well crafted,the music by Song Zu is magical,it’s a cute idea well handled by Alyssa McClelland and it is spot on brand.Ticks all ’round.Although much different,just like the brand itself , I also think Aldi is good.Both campaigns for tough retailers come at the end of a tough year.Well done all.
Was the grade reference The Godfather? One side of the faces are almost completely dark. I usually like the moody look but not on a Christmas ad.
I do have small kids actually, they watch ABC kids. Bluey is a favourite. I pity your children being subjected to commercial tv for entertainment.
Are you sure they are yours?
This is a blog about commercials made for your despised commercial TV stations.Most of us here make a living from them.Why are you here you helicopter parenting,pontificating poseur.
Feel sorry for your kids.
I love this ad, but I saw the one minute version here first which spoiled me for the 30 second version which I’ve seen on telly since. The tv edit is just 30 seconds too short. Which makes me wonder who gets to see the 60 seconder apart from us ad wankers? Lovely spot though.
‘Mummy, can we go see the new Disney movie this weekend?’
‘No dear, there’s a new Woolworths campaign on the telly’
No thanks. The 30 was fine.
There’s always a Grinch.Ignore him or her.This spot is a very lovely Christmas commercial that was probably very difficult to steer through the many levels of a massive retail organisation.Believe me I know from experience.
So well done.
St Nick clearly works at the agency
This is a lovely xmas spot. What more do ya want?