Supermarket giant Woolworths has launched its 2019 Picked for Christmas campaign to celebrate the passion of the Fresh Food People in bringing only the best for festive feasts.
The Christmas TVC, which launched overnight, is set at a Woolworths Christmas fantastical garden cottage, reminiscent of Santa’s workshop.
The advert highlights everything fresh and wonderful that Woolworths stores across Australia offer customers over the festive season.
Bringing the Christmas cheer, Sleigh Ride by Leroy Anderson, provides the soundtrack to the fresh food people hard at work gathering the freshest produce and then baking and basting, testing and finessing a table full of tasty Christmas fare - just in time for Christmas.
“As the Fresh Food People, our campaign represents the energy, care and hard work that goes on behind the scenes to make Christmas special and as easy as possible for our customers and their loved ones to celebrate together," Woolworths Group chief marketing officer Andrew Hicks says.
“From traditional roasts and perfect puddings, beautiful fresh mangoes, cherries and even a carrot being left out for the reindeer visit, Woolworths is proud to have picked everything for you to make this a Christmas to remember."
Hicks says customers can expect more in-store theatre and activities for parents and children.
“We hope our campaign captures the imagination of Australians all across the country,” he says.
The integrated multi-channel campaign will feature on TV, radio, press, digital, content and social, as well as in cinema and out-of-home.
A bespoke landing page on the Woolworths website, Fresh magazine, and recipe cards in-store will also offer tips and Christmas recipes to ensure customers can pick the best selection of ingredients, and products, to create a range of special dishes to share with family and friends.
Both Aldi and Coles have also released their Christmas campaigns over the last two weeks.
According to Nielsen Ad Intel data, 22% of Australian supermarket ad spend was placed during November and December last year.
Supermarkets spent $44 million on advertising during this period last year with Woolworths, Coles and Aldi named the top three advertisers.
CREDITS
Woolworths
Andrew Hicks - Chief Marketing Officer
Nick Chapman - Marketing Director - Brand
Caroline Squire - Head of Marketing Communications
Kerry Fitzgerald - Marketing Communications Planner
Samantha Smith - Marketing Communications Planner
M&C Saatchi
Tom McFarlane - Creative Partner
Phil Leece - Creative Director
Peta McDowell – Creative Group Head
Julia Mahoney – Group Account Director
Lewis Harvey – Account Director
Rod James – Head of TV & Content
Production
Production Company: The Sweet Shop
Director: Melanie Bridge
Music and Sound Design: Song Zu
Editing: The Editors
Post Production: Res
PPR - PR agency
Woolworths@Dan - Media agency
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