The ‘Fresh Food People’ are elves picking and preparing the best produce in Woolworths’ Christmas campaign

A Santa’s workshop-esque cottage is the star of Woolworths’ Christmas campaign, in which the ‘Fresh Food People’ are garden elves picking and preparing the best ingredients for a holiday feast.

Created by M&C Saatchi, the 30-second TVC called ‘Picked for Christmas’ launched overnight, to the soundtrack of ‘Sleigh Ride’. “Imagine a place where some very busy people are getting everything ready for your Christmas,” the ad begins, before showing birds helping with cherry picking, carrots for Santa’s reindeer growing, and a magical mango tree replenishing itself with the seasonal fruit, all ready to be transformed into a Christmas meal.

In addition to TV, the campaign will also run across radio, press, digital, content, social, cinema and out of home.

Chief marketing officer Andrew Hicks said the ad, documenting the “baking and basting, testing and finessing”, represents all of the work that goes into Christmas Day.

The campaign imagery shows off Woolworths products like ham, cherries and prawns

“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,” Hicks said.

“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.”

Tips and Christmas recipes will be available on a bespoke landing page on the supermarket’s website, Fresh magazine, and in-store recipe cards.

“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,” Hicks said.

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


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

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

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

PPR – PR agency

Woolworths@Dan – Media agency


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