26 October 2026: BIG W this week launches its Christmas campaign, continuing to build on its brand platform by returning with ‘How good’s Christmas?’ in new creative that once again celebrates mums as the real heroes of the festive season.
Developed in partnership with 72andSunny, the campaign retains the familiar vox-pop structure seen in recent BIG W creative, recruiting a new group of real-world mums for their honest and unfiltered take on the chaotic race to the Christmas finish line and the endless list of tasks to get done before the big day.
Keen eyes will spot a familiar character, with the return of “Christmas mum”, who featured in one of BIG W’s Christmas spots last year and resonated strongly with audiences for her relatability and humour. This year, we see more of Christmas through her eyes, including the moment when she can finally relax and have a moment to herself. Of course, the reality of family life interrupts her and she is quickly back to being “mum” again.
At the heart of the campaign is a moment informed by BIG W research, with 45% of young families saying the real magic of Christmas comes from getting everything sorted without getting overwhelmed*. Building on last year’s campaign, this year BIG W captures that exact moment when the last present is wrapped, the chaos settles, and Mum can take that well-earned exhale.
Ryan Gracie, Chief Customer and Revenue Officer, BIG W, said: “No matter when families start their Christmas preparations, whether they’re early planners or racing through the final weeks, the lead up to the big day is a beautiful, chaotic juggle. This year our mission is to help families win Christmas, whether that’s through affordable decorations and gifting, ultra-fast and convenient shopping options or small touches of magic-making solutions in our stores that bring a little extra joy across the season.”
With more than three quarters of Christmas shoppers saying competitive pricing and finding good deals are top priorities*, BIG W’s Christmas decorations start at 50c and 79% of BIG W’s decorator range is under $10. Shoppers will also continue to find great value across BIG W’s wider range of gifting and entertaining solutions for the festive season.
Rolling out this week, the creative will run across a variety of media channels including TV, BVOD/ SVOD, YouTube, Social Media and OOH.
ENDS
Media Contact
For further information, contact Woolworths Media: 02 8885 1033 or media@woolworths.com.au
Assets:
Christmas V1 15s - https://youtu.be/1K3EbH6kEjs
Christmas V2 15s - https://youtu.be/hQJO7T4UsGc
Gifting V1 6s - https://youtu.be/dZUGfaGGE2E
Gifting V2 6s - https://youtu.be/vV29-0i1J2M
Gifting V3 6s - https://youtu.be/3qh_mY03nk8
Gifting V4 6s - https://youtu.be/pkvJLIJIqFc
Client: BIG W
Chief Customer & Revenue Officer: Ryan Gracie
Head of Customer Communications: Debbie Leader
Senior Marketing Manager: Doug Sexton
Marketing Manager: Emma Simon
Design Lead: Scott Murray
Agency: 72andSunny
Managing Director: Sophie Sykes
Executive Strategy Director: Alexandra Nel
Creative Director: Eric Franken
Group Brand Director: Carla Hizon
Head of Production: Sophia Tubby
Senior Producer: Christina Wilmot
Production:
Director: Jesse Richards
Production Company: Poppet
Head of Production: Beth Malcher
Executive Producer: Nat Taylor
Senior Producer: Belinda Blooman
Production Assistant: Anna King
Post-production: Poppet
Sound: Otis Studios
*”Christmas Shopping Behaviour Study”. IMI International (Australia) Pty Ltd. N= 804 Christmas shoppers. Aged 18-65. 50% male/female. Fieldwork completed 13/03/26 - 20/03-26.