'Sharing the Spirit of Christmas' from M&C Saatchi Australia encourages people to give back generously to the community after a challenging year
Woolworths has launched its 2020 Christmas campaign via M&C Saatchi Sydney, 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 ‘Sharing the Spirit of Christmas’ TVC, centred 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.
Andrew Hicks, chief marketing officer, Woolworths, commented: “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. 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.”
This year, Woolworths will be sharing the spirit of Christmas by:
– Sourcing the best fresh food from Australian Farmers
– Launching a new exclusive Gold dessert range made in Australia and featuring native Australian ingredients
– Partnering with OzHarvest to help provide six million meals to Australians in need, with the help of their generous customers
– Sharing Christmas recipes, tips, food guides and ideas on the Woolworths website and Fresh magazine to make Christmas easier this year
– Helping ensure customers can have a Covid-safe shopping environment
The integrated multi-channel campaign launched on free-to-air TV on Sunday 8th November, 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.