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.
The campaign, anchored by a 30 second commercial, captures the excitement of 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 Australian-produced food.
The integrated multi-channel campaign launched on Free to Air TV on Sunday (November 7) and will also roll out across radio, press, digital, content, social, and OOH.
Phil Leece, creative director, M&C Saatchi: "On the back of the success of our recent ‘That’s Today’s Fresh Food People’ launch, we wanted to grow the campaign and capture the joy of a ‘Green Christmas’ - the food, the fun, the family and friends. It’s all about sharing and caring this Christmas."
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 CMO Andrew Hicks: “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.
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."
CREDITS:
Woolworths:
Andrew Hicks – Chief Marketing Officer
Nick Chapman – Group Creative & Brand Director
Caroline Squire – Head of Marketing Communications
Siobhan Petri - Senior Marketing Communications Manager
Jaime Brock – Marketing Communications Manager
Nikita Dinan - Marketing Communications Planner
Creative Agency: M&C Saatchi
Tom McFarlane - Creative Partner
Phil Leece - Creative Director
Peta McDowell - Creative Group Head
Maria Austin - Creative Generator
Damien Eames - Strategy Director
Julia Mahoney - Group Account Director
Cassandra Williams - Account Director
John Lestuzzi - Senior Account Manager
Rod James - Head of TV & Content
Sarah Miller - Senior Print Producer
Thom Davy - Designer
Blair Palmer - Lead Integrated Designer
Production:
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
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