Woolworths has delved into Australia’s street party culture for its Christmas campaign.
The 30-second TV commercial heroes a five year old narrator called Holly, who is super excited about the silly season.
It shows Holly and her friends enjoying raspberries, pavlova and checking out the houses decorations.
The campaign, by M&C Saatchi, is a continuation of the ‘That’s why I pick Woolies’ tagline launched earlier this year, exploring the role that the retailer plays during Christmas.
Tom McFarlane, creative partner, M&C Saatchi says: “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.”
This year's Christmas campaign takes a different approach to its 2015 ad by Leo Burnett, which featured Jamie Oliver alongside real families.
Woolworths director of marketing Andrew Hicks adds: “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.”
Woolies ambassador Jamie Oliver also makes a return in a second piece of content, where he gives tips on what to make from Christmas dinner leftovers. Oliver says in the 30-second spot that the recipes are part of the retailer's commitment to its customers and reducing waste.
The campaign will be supported through the line with TV commercials, radio, digital, outdoor, press, magazine, full catalogue takeover, in-store POS, truck decals and social.
Tom McFarlane, Regional Creative Director - Asia Pacific
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
Photographer: Louis & Co
Media Agency: Carat Australia
Barbara Messitt, Group Business Director
Jade Flay, Planning Director
Production Company: Playbig Film
Rey Carlson, Director
Craig Sloane, Executive Producer
Post Production: Alt
Public Relations: One Green Bean
Andrew Hicks, Director of Marketing Supermarkets
Nick Chapman, General Manager, Marketing Communication & Brand
Elizabeth McCall, Marketing Communications Manager
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at firstname.lastname@example.org