Woolworths has revealed its 2022 Christmas brand campaign, with a celebration of great Australian fresh food and the moments spent with family and friends that make the season memorable.
The campaign, developed with M&C Saatchi, is anchored with a 60 second commercial, capturing the simple joy of a mango that signals an Australian Christmas.
The commercial was filmed on a mango farm in the Northern Territory, which has supplied fresh mangos to Woolworths for 13 years.
The campaign also features the music of Australian band Great Gable from Bunbury, Western Australia, and the song Our Love.
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 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.
Woolworths CMO 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."
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