Woolworths has debuted their latest campaign via M&C Saatchi, delving into Australia’s Christmas street party culture.
Drawing upon Australians love of Christmas, the 30-second ‘Street Party’ TVC hero’s five year old Holly’s sheer delight in having her street gather for a day of feasting before huddling together for the highly anticipated switching on of the Christmas lights.
Accompanied by the tagline, ‘That’s why I pick Woolies for Christmas’, the campaign explores the important role fresh food and community gatherings have for Woolworths customers over the Christmas season.
Tom McFarlane, Creative Partner, M&C Saatchi said: “The power of a genuine brand platform is that you can stretch it. We didn’t need to start again for the festive season. Instead we built on our positioning line, ‘That’s why I pick Woolies’, by simply adding two words – ‘That’s why I pick Woolies for Christmas’. And little Holly is the perfect character to remind us of the magic Christmas brings.”
Woolworths Director of Marketing, Andrew Hicks said: “Australians love Christmas and ‘Street Party’ celebrates the joy and fun of the season, and the rituals our customers take part in. This is a time of year when we celebrate together and we hope the campaign will provide further inspiration for Aussies to create delicious festive dishes that play an integral part in bringing families together.”
The Woolworths Christmas campaign launched on Sunday, November 13 and will be supported through the line with 2 x 30” and 8 x 15” TVCs, radio, digital, OOH media (static and digital), press, magazine, full catalogue takeover, in-store POS, truck decals, digital discovery and social.
Andrew Hicks, Director of Marketing Supermarkets
Nick Chapman, General Manager, Marketing Communication & Brand
Elizabeth McCall, Marketing Communications Manager
Tom McFarlane, Creative Partner
Michael Andrews, Executive Creative Director
Phil Leece, Creative Group Head
Sophie Ayles, Group Planning Director
Hayley Larkman, Group Head
Bettina Stephenson, Senior Account Director
Loren August, Executive Producer
Vanessa Istomin, Senior Art Buyer
Mitch McCausland, Digital Producer
Production Company: Playbig Film
Rey Carlson, Director
Craig Sloane, Executive Producer
Photographer: Louis & Co
Media Agency: Carat Australia
Barbara Messitt, Group Business Director
Jade Flay, Planning Director
Post Production: Alt
Public Relations: One Green Bean