Woolworths celebrates family, friends and Aussie classics in 2024 Christmas campaign
This is part of Mumbrella’s 2024 Christmas campaign coverage. Click here to see other articles in the series.
Woolworths has officially launched its heartwarming Christmas campaign, ‘Make this Christmas a Classic’, via M&C Saatchi Group’s bespoke agency, Greenhouse Collective.
Shot on a Jeetho family farm 100kms southwest of Melbourne – the 60-second spot tells the story of a young girl in the country who’s concerned about Santa not being able to find her during his flight. Consequently, with help from the local community, she erects a giant carrot in a paddock that lights up at sunset to serve as a beacon for Santa and his reindeer.
Apart from the locals’ ingenuity, the commercial showcases classic Australian Christmas foods spread out across a table for everyone to enjoy.
“We recognise that many Australians are continuing to experience cost-of-living pressures but they still want to be able to celebrate Christmas with friends and family within their budgets,” said Andrew Hicks, chief marketing officer at Woolworths.
“At Woolworths we’re focused on helping customers celebrate the festive season with their favourite affordable ranges, while also showcasing the best of Australian food.
“As Woolworths enters its centennial year, this Christmas campaign reflects on the enduring traditions that have shaped our connection with Australian communities.
“We’re proud to celebrate the spirit of togetherness, from the regional farms that supply our fresh produce to the families who gather around the Christmas table.”
M&C Saatchi part of Greenhouse Collective executive creative director, Richard Morgan, also weighed in on the campaign, saying: “It’s not the grandeur that makes Christmas special. Rather, like it’s always been, it’s our unique family rituals that we long for that connect us each year.
“This campaign celebrates the classic moments Aussie families cherish and share at Christmas. We want people to know that coming together around wonderful festive food, special family moments and longed-for favourites can be theirs this year again, without compromise.
“Woolworths has the quality and range, unparalleled Aussie fresh with the great value people need to bring us together and to help make this year’s celebration another classic,” he concluded.
The multi-channel platform was released in market on Sunday.
It will play out across OOH, press, content, radio, in-store, social and digital platforms.
Credits:
Woolworths
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
Carmel Norton – brand communications planner
Creative Agency: M&C Saatchi Group
Media Agency: Dentsu / idX
Production Company: Exit Films
Director: Glendyn Ivin
Post production: Alt VFX / Resolution Design
Music & sound design: Massive Music
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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Andrew Hicks
Christmas
Christmas ads
Christmas24
Chritmas campaign
Greenhouse Collective
M&C Saatchi
Woolworths
Don’t know what this cost. But reeks of indulgence
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