Coles and Woolworths create similar Christmas TV ads focussing on typical Aussie festivities

Coles and Woolworths have launched very similar Christmas pushes focusing on the freshness of their produce with imagery centred around some typical Australian festive scenes.

Prawns, hams, turkeys, lamb chops, fresh fruit and al fresco dining are all part of both minute-long TVCs which went to air late last week and centre around family and friendship groups.

The Woolworths campaign, from Leo Burnett Sydney, is based on the idea of ‘Make it Famous’ and uses six Australians whose Christmas dishes have made them famous with friends and family.

The spots feature six “real families” uncovered via a street search, and the ad will be followed up with executions featuring celebrity chef Jamie Oliver. The recipes will be shared via a portal

Woolworths director of marketing, supermarkets, Andrew Hicks, said in a statement: “Christmas for Australians is about joining together and sharing the love of great food. Every family has a tradition and is famous for something, whether it’s your glazed ham, BBQ prawns or taking a nap after lunch. This year we spent time with families and friends famous for making Christmas special in their own way.

“Our families aren’t actors, they’re real people with real dishes and some really interesting and endearing Christmas stories, rich in family values and tradition. Nothing was scripted.  We captured them in their homes as they all made their very own famous recipes.”

The Coles ad stars celebrity chef and brand ambassador Curtis Stone and other real families cooking up some of their special dishes for their loved ones. It is set to a Christmas-ified version of the Coles Fresh song which debuted earlier this year.

Big Red is Coles’ creative agency of record.

Alex Hayes



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