Woolworths launches Christmas campaign with “real families”

By Lindsay Bennett | 17 November 2015

Woolworths has launched the first installment of its annual Christmas campaign featuring "real" Australian families and how they celebrate Christmas at home.

The Make it Famous campaign launched on social media on Sunday before airing on national television. It is a six part campaign, with a series of follow-up ads that will feature celebrity chef Jamie Oliver

This is a new marketing format for Woolworths, with television commericals traditionally airing before launching on social media. The decision proved succesful, with the YouTube video recieving a million views on Facebook before the national 60 second TVC aired later that night.

Creative agency Leo Burnett said the new campaign is about creating a sense of community, and an attempt to "restore friendship with customers”.

Woolworths director of marketing, supermarkets, Andrew Hicks, said: “Christmas for Australians is about joining together and sharing the love of great food."

He added that nothing was scripted, and families all made their own recipes that are famous within their family.
The campaign is a step in the right direction for Woolworths, after suffering backlash with recent campaigns including the Cheap Cheap campaign that had noteable similarities to Coles Down Down campaign.

Woolworths has also launched a website as part of the campaign featuring individual recipes and ingredients, beside Jamie Oliver’s classic dishes.

Cinema spots will run nationally from November 19.


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