Woolworths has debuted its latest campaign via M&C Saatchi Sydney, delving into Australia's Christmas street party culture.
Drawing upon Australians' love of Christmas, the 30-second 'Street Party' TVC hero's five year old Holly's sheer delight in having her street gather for a day of feasting before huddling together for the highly anticipated switching on of the Christmas lights.
Accompanied by the tagline, 'That's why I pick Woolies for Christmas', the campaign explores the important role fresh food and community gatherings have for Woolworths customers over the Christmas season.
Says Tom McFarlane, creative partner, M&C Saatchi: "The power of a genuine brand platform is that you can stretch it. We didn't need to start again for the festive season. Instead we built on our positioning line, 'That's why I pick Woolies', by simply adding two words - 'That's why I pick Woolies for Christmas'. And little Holly is the perfect character to remind us of the magic Christmas brings."
Says Andrew Hicks, director of marketing, Woolworths: "Australians love Christmas and 'Street Party' celebrates the joy and fun of the season, and the rituals our customers take part in. This is a time of year when we celebrate together and we hope the campaign will provide further inspiration for Aussies to create delicious festive dishes that play an integral part in bringing families together."
The Woolworths Christmas campaign will be supported through the line with 2 x 30" and 8 x 15" TVCs, radio, digital, OOH media (static and digital), press, magazine, full catalogue takeover, in-store POS, truck decals, digital discovery and social.
Woolworths: Andrew Hicks, Director of Marketing Supermarkets Nick Chapman, General Manager, Marketing Communication & Brand Elizabeth McCall, Marketing Communications Manager
M&C Saatchi: Tom McFarlane, Creative Partner Michael Andrews, Executive Creative Director Phil Leece, Creative Group Head Sophie Ayles, Group Planning Director Hayley Larkman, Group Head Bettina Stephenson, Senior Account Director Loren August, Executive Producer Vanessa Istomin, Senior Art Buyer Mitch McCausland, Digital Producer
Production Company: Playbig Film Rey Carlson, Director Craig Sloane, Executive Producer
Photographer: Louis & Co Jamie MacFadyen
Media Agency: Carat Australia Barbara Messitt, Group Business Director Jade Flay, Planning Director