Woolworths celebrates a simple, fun Christmas in new spot

This is part of Mumbrella’s 2023 Christmas campaign coverage. Click here to see other articles in the series. 

Woolworths has launched its Christmas campaign, celebrating the little things in life, via M&C Saatchi’s bespoke model, Greenhouse Collective.

The campaign follows the journey of school children dressed as Australia’s favourite Christmas food – cherries, mangoes, and prawns – as they get ready to perform in a show for friends and family.

One unlucky child forgets her costume, but her friends come together to build a Christmas surprise.

Woolworths Group CMO, Andrew Hicks, said: “We know it’s the little things that make Christmas special, including all the festive events and moments throughout the season that you share with your loved ones.

“Food is at the heart of many festive celebrations and as today’s ‘Fresh Food People’ we wanted to shine a spotlight on that through our latest campaign, which highlights our incredible produce, including Australian grown mangoes and cherries. And no Australian Christmas is complete without prawns,” he continued.

Hicks said Woolworths understands that value for money is top-of-mind for consumers this holiday period, so as part of the campaign, the supermarket is showcasing its “prices dropped for Christmas and low prices that families can rely on…”, including discounted Christmas hams.

Greenhouse Collective’s recently appointed executive creative director, Richard Morgan, said: “This year more than ever, the idea and energy behind this campaign feels like it’s right for its time. Set to a reimagined version of the classic track ‘Everybody needs somebody to love’ made famous by The Blues Brothers, it captures the spirit of a community coming together from across our growing regions to share a little moment that makes Christmas special.

“It was brilliant working with the Woolworths team and Finch to bring it to life, we couldn’t be prouder,” he said.

The campaign was shot across Australia, capturing scenes in Far North Queensland, regional NSW and more.

Hicks continued: “Woolworths operates in communities right across the country so it was important we showcased the breadth of our engagement and partnership with regional Australia through this year’s campaign. These locations are at the heart of where we source our great Australian fresh produce, while also giving many young people their first job working within our store in these regional towns.

“We’re really pleased to be able to work with diverse young local talent from these communities to bring this Christmas campaign to life,” he concluded.

The campaign is rolling out across TV, radio, press, digital, content, social, OOH and in-store.


Andrew Hicks – Chief marketing officer

Jane Saleh – Director, Woolworths Brand
Cassie Wheeler – General manager, Woolworths Brand
Samantha Smith  – Senior brand communications manager
Nikita Dinan – Brand communications manager
Aimee Spiteri – Brand communications manager

M&C Saatchi
Michael McEwan: Chief executive officer

Emily Taylor: Chief strategy officer
Cam Blackley: Chief creative officer 
Richard Morgan & Shelley Parsons: Executive creative directors
Niccola Phillips: Creative director / senior art director
Phil Leece: Creative director / Senior Writer
Mike Burdick: Senior writer
Lisa Milner: General manager
Julia Mahoney: Group account director
Lewis Harvey: Senior account director
Vanessa Graham: Group strategy director
Sarah Pont: Strategy director
Social Team: Andrew Gitto, Jamen Percy, Jansie Wyn, John Agnew
Maria Austin: Creative director, design & rollout
Rod James: Head of production

Production company: Finch

Director: Michael Gracey
Producer: Caroline David
DOP: Matt Toll
Art director: Loretta Cosgrove
Costume designer: Matt Stegh
Executive producer: Corey Esse
1st editor: Patrick Correll
2nd editor, ARC: Laurence Van Camp
Post production: Resolution Design
Stills photographer: Paul Blackmore
Music & sound design: Massive Music


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