Woolworths shares the spirit of Christmas via M&C Saatchi

Paige Murphy
By Paige Murphy | 9 November 2020

Woolworths has launched its 2020 Christmas campaign, via M&C Saatchi, encapsulating the Australian spirit of generosity.

The Sharing the Spirit of Christmas campaign encourages Australians, however they choose to celebrate Christmas with their loved ones, to share fresh food from around Australia, support local farmers and producers, and give generously back to the community.

A key component of the campaign is the TVC, centered around a carrot farming couple who get a surprise visit from Santa and his reindeer.

In the spirit of sharing, the couple offer Santa's reindeer their carrots in the field before they head back into the Christmas night.

As Santa’s sleigh pulls away, magic dust is sprinkled into the field, generously replenishing the carrots below.

“It’s no doubt that this year has been a challenging one but what 2020 has shown us is that the spirit of sharing, generosity and kindness has never been more pronounced," Woolworths chief marketing officer Andrew Hicks says.

“Sharing the spirit of Christmas is a celebration of what makes us uniquely Aussie - looking out for one another and that feeling of coming together and sharing fresh food during Christmas.

“We take great joy in knowing the role Woolworths plays in helping families and friends celebrate Christmas in a uniquely Australian way, with the freshest Australian grown produce, traditional roasts, a new exclusive Gold dessert range that includes Australian native ingredients, and, of course, carrots for Santa’s reindeer too.”

The integrated multi-channel campaign launched on free-to-air TV on Sunday and will also roll out across radio, press, digital, content, social, and OOH.

Fresh 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.


Andrew Hicks - Chief Marketing Officer
Nick Chapman - Director, Brand Expression
Caroline Squire - Head of Marketing Communications
Siobhan Petri - Marketing Communications Manager
Evette Sanders - Marketing Communications Planner
Kara Landrigan - Marketing Communications Specialist

Creative, M&C Saatchi:
Tom McFarlane - Creative Partner
Ant Larcombe - Head of Visual Communications
Jermaine Rowe - Senior Copywriter
Nathan Moore - Senior Art Director
Julia Mahoney - Group Account Director
Cassandra Williams – Account Director
Damien Eames – Strategy Director
Rod James – Head of TV and Content
Sarah Miller - Senior Print Producer
Lynton Peddie – Senior Designer
Blair Palmer – Senior Integrated Designer
Mick Tonello – Senior Finished Artist

Director: Alyssa McClelland
Production Company: Finch
VFX: Blockhead Studios
Original Music & Sound Design: Songzu

Media Agency: Woolworths@DAN (Dentsu Aegis Network)

PR Agency: BCW Australia

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