There’s nothing outside the box in Woolworths’ ANZ Christmas campaign (except, perhaps, for its subtle endorsement of ANZ’s cultural diversity at a time when that is being challenged). It’s comfortable, created from 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.

The result is a montage of scenes of a family Christmas set to Andy Williams’ Christmas classic, It’s the Most Wonderful Time of the Year, underscored by a dollop of feel-good. Woolworths’ chief marketing officer, Sean Barrett, stated, “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 campaign is the first festive work by Woolworths’ new creative agency partner, Droga5 ANZ, and also 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, commented, “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 full campaign will cover Australia and New Zealand across free-to-air TV, radio, print, OOH, digital, YouTube, subscription TV, social, influencer and in-store