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.
https://www.youtube.com/watch?v=Koa7FqOET_M&feature=youtu.be
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.”
Credits:
Woolworths
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
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
Brittney Rigby was Mumbrella's deputy managing editor - news and analysis. She left Mumbrella in April 2021.
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Woolworths marketers know their playbook inside out and they understand their customers perfectly.
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Ok.
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This ad got me excited. It’s only days away from Australia’s three month cherry season. You beauty!
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I’m more of a mango girl so would love to have that magical mango tree in my backyard.
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Better than recieving a smug order from Curtis Stone for the 10000th time
“Australia….”
Whatever mate, you don’t even live here anymore.
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I just fell asleep zzzzzzzzzzzz.
Still 100x better than Coles though.
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As far as Australian supermarket Christmas ads go this year, I thought it was one of the best…..with good choice of music. Just a shame they didn’t dial up the magic a little more.
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Yeh, that’s all those boring marketing dudes from Woolies getting in the way of greatness lol
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Cannot get those Jing Jingalings out of my brain.I give in I will buy a ham!
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I love this! A refreshing, simple ad that has no political agenda just the innocent joy of food and fun! They’ve hit the nail on the head for their target audience. I know my kids will be begging me to shop at Woolies because of this ad!
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They nailed it!
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You see, this is how a campaign should be created. This reminds me of the magic of Christmas – at any age. Still on a long way off from international supermarket campaign standards. Well done Woolworths. By linking their campaign, in this way, it also demonstrated why the will always own “the fresh food” space.
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But it magically appears on trees?
Looks horribly artificial.
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Wayyy better then Coles! Woolies is far superior in all areas, including marketing!
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