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.
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“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, Disney, BWS, Best&Less, Big W, Michael Hill Jeweller and Kmart.
Credits:
Woolworths:
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:
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
PR: SOCIETY
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