Woolworths continues being green for 2021 Christmas campaign

Woolworths has dropped its 2021 Christmas campaign, building on the brand platform ‘Today’s Fresh Food People’ via M&C Saatchi.

The Christmas campaign builds on Woolworths’ July campaign, which also heavily features rhyming the word “green”.

In the 32-second spot, a montage of green Christmas images are shown, including green Christmas tree glasses, decorating a ladder using green tinsel and a Christmas meal with a green table runner and plates. The voiceover for the campaign features a rhyming poem. The campaign also includes Woolworths’ food rescue and wildlife rehabilitation partners.

Woolworths chief marketing officer Andrew Hicks commented: “As ‘Today’s Fresh Food People’, our new campaign showcases how much we care about fresh Australian food and how customers can express their care by sharing this great home grown produce with their loved ones, as well as supporting those in need in the community through fundraising appeals and food drives.

“With customers also increasingly eager to support local Australian businesses, we’ve made that even more accessible this Christmas as well. Our Christmas campaign will showcase our new Gold range of desserts that are all made in Australia as well as the seasonal staples customers most look forward to like locally produced hams.

“We remain committed to helping customers shop in a COVIDSafe way this Christmas, with a range of safety measures in place and several options for customers to shop in convenient and contactless ways.”

The campaign launched yesterday, 7 November, on free to air, and will be rolled out on radio, press, digital, content, social, and out-of-home (OOH). Fresh Ideas magazine and a bespoke landing page on the Woolworths website will also offer tips and Christmas recipes.

Research from marketing analytics and strategic advisory agency Forethought has shown that Woolworths recent ‘Today’s Fresh Food People’ TVC displayed the power of distinctive brand assets, with nine in ten surveyed Australians connecting the ad to the brand in a test.

M&C Saatchi was also behind Woolworths’ 2020 Christmas campaign.

Woolworths’ competitor Coles dropped its Christmas campaign last week. Other brands that have launched 2021 Christmas campaign include Myer, DisneyBWSBest&LessBig WMichael Hill Jeweller and Kmart.



Andrew Hicks – Chief Marketing Officer

Nick Chapman – Group Creative & Brand Director

Caroline Squire – Head of Marketing Communications

Siobhan Petri – Senior Marketing Communications Manager

Jaime Brock – Marketing Communications Manager

Nikita Dinan – Marketing Communications Planner

Creative Agency: M&C Saatchi

Tom McFarlane – Creative Partner

Phil Leece – Creative Director

Peta McDowell – Creative Group Head

Maria Austin – Creative Generator

Damien Eames – Strategy Director

Julia Mahoney – Group Account Director

Cassandra Williams – Account Director

John Lestuzzi – Senior Account Manager

Rod James – Head of TV & Content

Sarah Miller – Senior Print Producer

Thom Davy – Designer

Blair Palmer – Lead Integrated Designer


Production company: Flint

Director: Andreas Smetana

Executive Producer: Taryn Mueller

Editor: Stu Morley @ The Editors

Post production: Resolution Design

Music and sound design: Song Zu


Media agency: Woolworths@dentsu

Jade Flay – Client Partner

Georga Payne – Chief Investment Officer

Alexandra Thomas – Group Investment Director

Simone Crawford – Client Director

Jack Rothery – Strategy Director

Jenny Douneen – Content & Partnership Director

Laurence Demousselle – Programmatic Director

Brian McDermott – Production Director

Thomas Carty – Investment Director

Caroline Collins – Client Manager

Michael Zalloua – Senior Client Executive

Eddie Clebsch – Senior Client Executive

Emilija Dupesovska – Client Executive


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