Woolworths launches new Christmas campaign celebrating the ‘most tastiest time of the year’
Customer food ideas shape the campaign and TV commercial
The overarching ‘Tastes Like Christmas’ campaign is Droga5’s first major campaign for the supermarket.
Monday 2 November 2026: Customers across Australia and New Zealand have helped inspire Woolworths’ 2026 festive campaign, with ‘Tastes Like Christmas’ celebrating the iconic flavours, unique traditions, and authentic festive moments that define the season.
To shape the campaign, Woolworths issued a social media challenge to customers on both sides of the Tasman, asking them to share what “tastes like Christmas” to them - from cherished family recipes to quirky seasonal favourites they look forward to each year.
Entrants competed for a chance to win a $500 Christmas shop, with the top food ideas, including a trifle and key lime pie, selected to feature as meals in the main campaign including the TV commercial.
Woolworths then transformed these genuine customer responses into a one-of-a-kind Christmas carol, capturing the true spirit and diversity of how local communities celebrate the season. The song takes inspiration from the classic ‘It’s the most wonderful time of the year’ Christmas song.
Woolworths’ Chief Marketing Officer Sean Barrett said: “Every family across Australia and New Zealand has their own unique festive traditions, but food is always the thread that brings everyone together. When we asked our customers what Christmas tastes like to them, we were overwhelmed by the warmth, nostalgia, and personality in their answers.
“Whether it's fresh Aussie seafood on the deck, a classic roast with all the trimmings, or a beloved family dessert, those distinct flavours trigger our best holiday memories. By delivering exceptional value on everyday festive staples, we’re also making sure every family can celebrate the tastes they love on every type of budget this year.
“This campaign puts our customers’ voices right at the heart of the festive season, turning their favourite Christmas moments into a soundtrack for everyone to enjoy.”
The multi-channel integrated campaign marks the first festive work delivered in partnership with Woolworths’ new creative agency partner, Droga5 ANZ, and represents the first major trans-tasman campaign for the supermarket.
Building on the Christmas carol theme, Woolworths will partner with Spotify to sponsor Christmas-inspired and personalised playlists, as well as deliver integrated content showing Spotify users what their “Christmas Cook Profile” is based on their listening habits.
Droga5 ANZ Chief Creative Officer Damon Stapleton said: “Partnering with Woolworths for our first Christmas campaign, we wanted to lean into what truly makes the season feel real for everyday households. Turning real customer stories and local festive cravings into an original Christmas carol allowed us to craft a piece of work that is joyous, relatable, and uniquely tuned to how Australia and New Zealand celebrate today.”
The integrated campaign launches across Australia and New Zealand today and will roll out across Free-to-Air TV, radio, print, OOH, digital, YouTube, subscription TV, social, influencer and in-store.
This year, Woolworths is bringing around 500 Christmas products to the table, featuring over 120 chef-curated food items. From a range of hams, turkeys and festive sides, through to nearly 60 desserts including trifles, yule logs and fruit mince pies, Woolworths’ festive spread will cater to every type of celebration for the season.
As the Fresh Food People, customers can also expect to pick up a huge range of fresh seafood, mangoes, cherries and more, to complement the full Christmas spread.
The food range balances low-prep convenience and budget-conscious pricing. This includes keeping the popular and award-winning Australian Half Leg Ham at $8 per kilo for the Christmas season for the fourth year in a row.
To help customers manage their budgets throughout the season, Woolworths also continues to offer more than 1,000 products on Lower Shelf Price, which are 16% lower on average compared to previous shelf prices, on top of thousands of weekly specials.
To explore the Christmas range visit woolworths.com.au/christmas
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For further information, contact Woolworths Media: 02 8885 1033 or media@woolworths.com.au