Woolies serves up mango for Christmas via M&C Saatchi
Woolworths has stepped into the festive season with a new Christmas brand campaign capturing how the joy of a mango signals an Australian Christmas.
Created in partnership with the brand’s creative agency, M&C Saatchi, the new campaign is a celebration of Australian fresh food and moments with family and friends.
The work is anchored by a 60-second campaign that was filmed on a mango farm in the Northern Territory – a long time supplier that has supplied mangoes to Woolworths for 13 years.
The film, follows a matriarchal character at her family’s Christmas celebrations, interacting joyfully with her children and grand children. As she picks up a mango, she is brought back to memories of her Christmases as a child on a mango tree farm, hoping to create new happy memories with the next generation of her family as she serves the mango at the table in present time.
The campaign, developed in partnership with the M&C Saatchi team, is anchored with a 60 second commercial, capturing the simple joy of a mango that signals an Australian Christmas. It brings back memories for the main character, and creates new ones for the next generation of her family.
The campaign also features the music of up-and-coming Australian band Great Gable from Bunbury, Western Australia and their song, “Our Love”.
Woolworths chief marketing officer Andrew Hicks said: “After a few years where Christmas celebrations have been interrupted, we know this festive season will be more special as families and friends are reunited.
“As Today’s Fresh Food People, we are privileged to play a role in helping customers carry on their family traditions.
“We have anchored our lead creative for the campaign in the nostalgia created by memories of childhood and Christmas celebrations. Whether it’s the smell of a warm crackling ham coming out of the oven or fresh Aussie mangos, it’s the little things that bring the spirit of Christmas to life for so many.
“We have also put a celebration of all things Australia throughout; from the food, the farms who supply our stores, and the Australian artists whose music help deliver the joy.
“While customers have faced another challenging year, what we’re hearing from them and our team is they’re ready to celebrate, reunite with loved ones, and create new memories.
“The campaign throughout the season will also focus on how we’re committed to delivering meaningful value for our customers and team by making it easier for them to Get their Woolies worth this Christmas. Whether it’s through our Prices Dropped for Christmas or a range of Christmas classics that will be the same price or less than 2021.
“We also know many will do it tough this season so we are continuing our long term support for our community partners through food appeals and food drives.”
Shelley Parsons, executive creative director at M&C Saatchi Woolworths said: “Creatively, we approached Christmas with the same care and authenticity as Woolies by leaning into the heart of the brand—family, fun and incredible Australian fresh food. It’s a simple story of the little things, family rituals and treasured memories, that make Christmas special. All with a contemporary Aussie soundtrack by the brilliant Great Gable.”
The integrated campaign launched on free-to-air TV on Sunday and will be rollout in store nationally this week, as well as executions across radio, press, digital content, social and OOH.
Credits
Woolworths
Andrew Hicks – Chief Marketing Officer, Woolworths Group
Jane Saleh – Director, Woolworths Brand & Marketing
Nick Chapman – Group Creative & Brand Director
Caroline Squire – General Manager, Brand
Jaime Brock – Senior Marketing Communications Manager
Leni Herbert – Marketing Communications Manager
Kara Landrigan – Marketing Communications Manager
Ria Ibanez – Marketing Communications Planner
Creative Agency: M&C Saatchi
Cam Blackley – Chief Creative Officer
Shelley Parsons – Executive Creative Director
Niccola Philips – Creative Director
Lizzie O’Hara Boyce – Senior Copywriter
Lisa Milner – General Manager
Julia Mahoney / Jake Tucker – Group Account Director
Cassandra Williams – Senior Account Director
Rod James – Head of TV & Content
Production:
Production company: The Sweet Shop
Director: Liz Murphy
Executive Producer: Jules Shelton
Editor: Mark Bennett
Post production: Resolution Design
Music and sound design: Massive Music
Artist and song: Great Gable, “Our Love”
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