Woolworths’ Christmas campaign probably won’t make every creative think, “I wish I’d done that,” but that’s not its aim.
It’s an attempt to restore “friendship” with customers, by making itself part of the sense of community that Christmas brings.
So it’s a reality show – of sorts. What real family Christmases are like. And while that has been done – in fact, Westfield and Aldi are doing it this year – Woolies is doing it with six families it discovered via a street search. That’s as real as you can get.
The stars of the six ads in Woolworths’ Make it Famous campaign this Christmas are real Aussie families, their traditions and their own dishes. The final families were chosen because their traditions and dishes have made them famous with their own family and friends.
The sense of community part of the campaign will be followed by Jamie Oliver spots closer to Christmas.
Woolworths director of marketing, supermarkets, Andrew Hicks, commented, “Christmas for Australians is about joining together and sharing the love of great food. Every family has a tradition and is famous for something, whether it’s your glazed ham, BBQ prawns or taking a nap after lunch. This year we spent time with families and friends famous for making Christmas special in their own way.
“Our families aren’t actors, they’re real people with real dishes and some really interesting and endearing Christmas stories, rich in family values and tradition. Nothing was scripted. We captured them in their homes as they all made their very own famous recipes,” he added.
Included in the campaign is a website, where Woolworths will post the family’s individual recipes and ingredients, beside Jamie Oliver’s classic dishes.
The national 60 second TVC went live on November 15. The 3 second will be live from November 22 for six weeks. Cinema spots will run nationally from November 19.
Credits:
Agency: Leo Burnett Sydney
Executive creative directors: Vince Lagana & Grant McAloon
Head of retail: Mel du Toit
Creative directors: Joe Van Trump & Scott Hignett
Senior broadcast producer: Tim Pietranski
Group business director: Suzie Baker
Business manager: Emma Gilbert
Production Company: The Sweet Shop
Director: Ed St Giles
Producer: Peter Kearney
Executive producer: Edward Pontifex
Managing director – Wilf Sweetland
DOP: Hugh Miller
Production designer: Igor Nay
Editing: Seth Lockwood @ Method Studios
Post Production: Method Studios
Sound Mix – Song Zu, Sydney
Client: Nick Chapman, general manager, marketing Ccommunication and brand – Woolworths
PR agency: One Green Bean
Media agency: Carat
