Woolies Goes For Nostalgia (& Mangoes) In Christmas Work Via M&C Saatchi

Woolies Goes For Nostalgia (& Mangoes) In Christmas Work Via M&C Saatchi

Woolworths has introduced its Christmas brand campaign for 2022, with a celebration of great Australian fresh food and the moments we spend with our family and friends that make the season memorable.

The campaign, developed in partnership with the M&C Saatchi team, is anchored with a 60 second commercial, capturing the simple joy of a mango that signals an Australian Christmas. It brings back memories for the main character, and creates new ones for the next generation of her family.

The commercial was filmed on a mango farm in the Northern Territory, which have supplied fresh mangos to Woolworths for 13 years.

The campaign advert also features the music of up-and-coming Australian band Great Gable from Bunbury, Western Australia and their song, “Our Love”.

Woolworths chief marketing officer Andrew Hicks said: “After a few years where Christmas celebrations have been interrupted, we know this festive season will be more special as families and friends are reunited.

“As Today’s Fresh Food People, we are privileged to play a role in helping customers carry on their family traditions.

“We have anchored our lead creative for the campaign in the nostalgia created by memories of childhood and Christmas celebrations. Whether it’s the smell of a warm crackling ham coming out of the oven or fresh Aussie mangos, it’s the little things that bring the spirit of Christmas to life for so many.

“We have also put a celebration of all things Australia throughout; from the food, the farms who supply our stores, and the Australian artists whose music help deliver the joy.

“While customers have faced another challenging year, what we’re hearing from them and our team is they’re ready to celebrate, reunite with loved ones, and create new memories.

“The campaign throughout the season will also focus on how we’re committed to delivering meaningful value for our customers and team by making it easier for them to Get their Woolies worth this Christmas. Whether it’s through our Prices Dropped for Christmas or a range of Christmas classics that will be the same price or less than 2021.

“We also know many will do it tough this season so we are continuing our long term support for our community partners through food appeals and food drives.”

Shelley Parsons, executive creative director M&C Saatchi Woolworths said “Creatively, we approached Christmas with the same care and authenticity as Woolies by leaning into the heart of the brand—family, fun and incredible Australian fresh food. It’s a simple story of the little things, family rituals and treasured memories, that make Christmas special. All with a contemporary Aussie soundtrack by the brilliant Great Gable.”

The integrated multi-channel campaign launched on Free to Air TV on Sunday (6 November) and will come to life in stores all across the country this week. As well as roll out across radio, press, digital, content, social, and OOH.



Andrew Hicks – Chief Marketing Officer, Woolworths Group

Jane Saleh – Director, Woolworths Brand & Marketing

Nick Chapman – Group Creative & Brand Director

Caroline Squire – General Manager, Brand

Jaime Brock – Senior Marketing Communications Manager

Leni Herbert – Marketing Communications Manager

Kara Landrigan – Marketing Communications Manager

Ria Ibanez – Marketing Communications Planner

Creative Agency: M&C Saatchi

Cam Blackley – Chief Creative Officer

Shelley Parsons – Executive Creative Director

Niccola Philips – Creative Director

Lizzie O’Hara Boyce – Senior Copywriter

Lisa Milner – General Manager

Julia Mahoney / Jake Tucker – Group Account Director

Cassandra Williams – Senior Account Director

Rod James – Head of TV & Content


Production company: The Sweet Shop

Director: Liz Murphy

Executive Producer: Jules Shelton

Editor: Mark Bennett

Post production: Resolution Design

Music and sound design: Massive Music

Artist and song: Great Gable, “Our Love”

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Andrew Hicks M&C Saatchi Woolworths

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