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Woolworths Shares Community Care for Christmas Campaign

M&C Saatchi spot showcases care for the community as customers prepare for Christmas

Woolworths Shares Community Care for Christmas Campaign

Woolworths has launched the next iteration of Today’s Fresh Food People with a Christmas themed campaign showcasing all the ways the supermarket is showing care for its customers, team and the community as they prepare for a special and memorable Christmas. 

After another challenging year for all Australians, the campaign, anchored by a 30 second commercial, captures the excitement of customers preparing for the Christmas entertaining season.

The work, developed in partnership with the M&C Saatchi team at Greenhouse, is aimed at inspiring customers to show their care for friends and family through the sharing of great Australian produced food. 

The campaign also highlights the convenient ways Woolworths will help customers shop their way, as well as the supermarket’s commitment to caring for all Australians (including the furry ones) through food rescue and wildlife rehabilitation partners. 

Woolworths chief marketing officer Andrew Hicks said: “Following another extraordinary year, we know Australians are ready to reconnect with loved ones at Christmas and have something to look forward to. 

“Our customers have told us that this year more than ever, they want to celebrate the joy and magic of Christmas, while spending quality time with family and friends. The cooks in the family are also after convenient and easy meal solutions so they won’t be stuck in the kitchen all day, and they want good value and to celebrate with products that are Australian made.

“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 integrated multi-channel campaign launched on Free to Air TV on Sunday (7th November) and will also roll out across radio, press, digital, content, social, and OOH. 

Fresh Ideas magazine and a bespoke landing page on the Woolworths website will also offer tips and Christmas recipes to help customers create a range of special dishes to share with family and friends.

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Chief Marketing Officer: Andrew Hicks

Group Creative & Brand Director: Nick Chapman

Head of Marketing Communications: Caroline Squire

Senior Marketing Communications Manager: Siobhan Petri

Marketing Communications Manager: Jaime Brock

Marketing Communications Planner: Nikita Dinan


Creative Agency: M&C Saatchi

Creative Partner: Tom McFarlane

Creative Director: Phil Leece

Creative Group Head: Peta McDowell

Creative Generator: Maria Austin

Strategy Director: Damien Eames

Group Account Director: Julia Mahoney

Account Director: Cassandra Williams

Senior Account Manager: John Lestuzzi

Head of TV & Content: Rod James

Senior Print Producer: Sarah Miller

Designer: Thom Davy

Lead Integrated Designer: Blair Palmer


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



Category: Retail Stores , Retail and Restaurants

Genre: People