Woolworths has announced the launch of a series of Christmas collectables as the retail giant begins its festive advertising rollout.
The collectables, which come just months after Coles’ hotly contested and incredibly successful ‘Little Shop’ miniature collectables range, are made from cardboard, unlike its competitor’s range.
Woolworths said in its press release launching the range: “Simply ‘pop-out’ the character from the cardboard frame and use the instructions at the bottom of the board to build them.
“Three characters will be released each week, for the next four weeks.
“‘Woolworths Christmas Pop-Outs’, available from this Wednesday (14 November) will feature 12 Christmas-themed buildable cardboard characters, to be offered to customers as a festive gift, with every $30 they spend on eligible purchases in-store or online.
“Characters include all your Christmas favourites such as Santa, Reindeer, Elves, Gingerbread Man, Snowman and more, with the range proudly Australian made and fully recyclable.
In a not-so-subtle dig at Coles, the statement adds: “Customers will also be able to see what they are getting as the ‘Woolworths Christmas Pop-Outs’ will not come in ‘blind plastic bags’ to help avoid duplication or disappointment and minimise waste.”
Speaking on the cardboard pop-out range, Woolworths Supermarkets managing director Claire Peters said: “Our team has also spent a great deal of time ensuring that we considered the environmental impact when putting this together and we are proud to say that the range is 100 per cent Aussie made and fully recyclable.”
While Coles’ miniature collectables were undoubtedly successful from a marketing and financial perspective, consumers were quick to slam the supermarket for creating the range out of plastic, just days after promising a single-use plastic bag ban.
As part of the Christmas campaign rollout, Woolworths has also unveiled its latest festive season TVC from M&C Saatchi.
Set to an upbeat Christmas classic ‘Run Rudolph Run’, it features a large Australian family making the trip home, each doing their bit, to celebrate the magic of the season over food.
‘Home for Christmas’ is an integrated marketing campaign that showcases how Australians make Christmas their own and the role that food plays in creating that Christmas feeling.
It puts the spotlight on beautiful Australian produce and summer Christmas favourites including pavlovas, cherries, puddings, ham and more.
Woolworths director of marketing Andrew Hicks said: “We know that home is where the heart is and at Christmas time, we take journeys big and small, to be with the ones we love and central to that gathering is the food.
“Everyone wants to do their bit – whether it’s setting up the decorations, hosting, bringing a pav, making a pudding or perfecting the ham, it’s these little acts that make up a great Christmas feeling.
“As the Fresh Food People, we understand the role food plays in bringing the festivities to life and whether you’re making it together or making it to share, we always want to make it as easy and sensational for our customers.
“We have also taken it up a notch this year with our Christmas execution in stores right across the country – customers can expect lots of in-store theatre to help bring the Christmas spirit to life.”
The ‘Home for Christmas’ campaign will be supported across multi-channels including TV, digital, radio, in-store, catalogue, outdoor and more.