4 November 2024: Woolworths New Zealand today unveiled its Christmas campaign, capturing the essence of care, generosity, and the joy of giving during the festive season.
The TV spot features the story of a young girl's dedication to growing carrots for Santa's reindeer. Zoe tenderly cares for her carrots all year, before heading out to the paddock one day to see they’ve been harvested. The spot ends with Zoe in a Woolworths store, seeing her much-loved carrots front and centre for all of New Zealand to enjoy. It showcases the lengths New Zealanders go to for loved ones at Christmas, highlighting the true spirit of the season.
Filming took place on location at Woolworths’ carrot grower - Balle Brothers in Pukekohe, and the upbeat Christmas track is sung by up and coming New Zealand artist MISSY (aka writer-producer Abigail Knudson).
Bríd Drohan-Stewart, Director, Brand Woolworths New Zealand says this year's Christmas campaign is about celebrating the simple acts of kindness and generosity that make the season so special.
"We wanted to create a campaign that evokes the warm, unique feelings associated with Christmas. Everyone has that moment when they know it really feels like Christmas, whether it’s the first mince pie of the season or a BBQ with loved ones, and it’s that simple, special feeling we wanted to capture."
Enjoying Christmas within their budget is what many New Zealanders will be considering as they plan their celebrations, and other aspects of the campaign highlight tips, tricks and ways to save through the Woolworths Own innovation range.
"At Woolworths New Zealand, we’re committed to helping our customers create a memorable and affordable Christmas for their loved ones. We believe that everyone should be able to experience the joy of giving, regardless of their budget," adds Bríd.
The campaign also features evocative food imagery and bold headlines to inspire customers and showcase the wide range of products available at Woolworths for the Christmas season.
Shelley Parsons, Executive Creative Director, M&C Saatchi Group says “As we developed our Christmas idea, we kept coming back to one question: when does it actually feel like Christmas? For us, it’s when food takes on that festive magic—when a ham becomes Christmas ham, and ordinary carrots are suddenly reindeer carrots. Food isn’t just food; it’s a part of the celebration and the fresh food feeling.”
Woolworths’ integrated Christmas campaign is supported by a comprehensive media plan across high reach and high impact channels, including TV, BVOD, YouTube, OOH, and social media
Woolworths New Zealand is also hosting a pop-up restaurant this week, dedicated to the most wonderful time of the year. For three nights only, from 6–8 November, Kiwis can jingle, mingle and dine at Woolworths Christmas Table which includes a three-course meal created with Woolworths Own food range and fresh seasonal produce.
Tickets are only $30 each, with all sales going straight to The Salvation Army’s Christmas Appeal. Tickets can be purchased here.
BRAND CAMPAIGN CREDITS:
Woolworths
Director, Brand: Bríd Drohan-Stewart
Head of Brand: Abbe Hale
Senior Marketing Manager: Sam Gujer
Marketing Manager: Adele Macky
Greenhouse Collective Partner Agencies: M&C Saatchi Group AUNZ, dentsu, Welcom NZ, Massive Music
Agency: M&C Saatchi Group
Chief Creative Officer: Steve Coll
Executive Creative Director: Shelley Parsons
Creative Director: Phil Leece
Head of TVP: Liz Rosby
General Manager NZ|AU: Sarah Hobden | Lisa Milner
Senior Account Director: Amanda Dawson
Strategy: Remi Couzelas / Emma Fern
Production Company: FINCH
Director: Zia Mandviwalla