Australian supermarket Woolworths has chosen to focus on its fresh credentials in a festive TV ad for the Christmas season.
The ad plays on its claim to be ‘The Fresh Food People’ with a video that shows off its variety of products that can help customers create a Christmas feast. The ad starts by showing a busy and festive garden filled with people picking ‘carrots for reindeer’ and fresh fruit and ends in a kitchen where a lavish feast has been laid out.
The Christmas song ‘Sleigh Ride’ by Leroy Anderson has been chosen as the soundtrack and the ad features Woolworths employees helping people get ready for the big day, or 'Picked for Christmas'.
Woolworths group chief marketing officer Andrew Hicks said the theme of the ad will also be extended in-store with activations throughout the Christmas period.
“As The Fresh Food People, our campaign represents the energy, care and hard work that goes on behind the scenes to make Christmas special and as easy as possible for our customers and their loved ones to celebrate together. From traditional roasts and perfect puddings, beautiful fresh mangoes, cherries and even a carrot being left out for the reindeer visit, Woolworths is proud to have picked everything for you to make this a Christmas to remember.
“We have also taken it up a notch this year with our Christmas execution in stores. Customers can expect lots of in-store theatre to help bring the season to life with lots of fun activities planned for parents and their kids. We hope our campaign captures the imagination of Australians all across the country,” he added.
The ad, by M&C Saatchi and production by The Sweet Shop, will feature across TV, radio, press, digital, content and social, as well as in cinema and out-of-home. The Woolworths website will also act as a hub for content, including recipes and tips for a successful Christmas.