Keen-eyed viewers could be forgiven for a sense of déjà vu this festive season – Woolworths has brought back its 2024 Christmas ad Make this Christmas a Classic for a second run in 2025.
The spot, created by M&C Saatchi Group’s bespoke agency Greenhouse Collective, tells the story of a young girl and her rural community who build a giant glowing carrot to guide Santa and his reindeer. Set against the backdrop of a family farm, the ad leans into the enduring themes of generosity, togetherness and homegrown Australian tradition.
While the storyline remains unchanged, its reappearance marks a rare rerun for one of Australia’s biggest retail advertisers.
A Woolworths spokesperson told Mediaweek the retailer made a conscious choice to prioritise investment in price, products and convenience over producing a new big-budget TV commercial this year.
“This Christmas, we’re focused on investing directly where it matters most to our customers,” the spokesperson said.
“Our research shows that while they’re more optimistic this festive season than in recent years, most are still wanting simple, budget-conscious celebrations.
“This year we made the decision to redirect funds from a new large-scale TV advert to further deliver the value and convenience customers expect from us at Christmas.”
The creative double dip hasn’t gone unnoticed in adland – with experts explaining to Mediaweek why recycle might be one of the smartest creative moves yet.
Gretel Maltabarow, Managing Director, Houston
“I think it’s a clever move – people don’t remember an ad played a year ago for such a short period of time. From a brand and positioning perspective, using language like ‘recycling’ is a smart way to create quick positive associations that align closely with their company purpose. Being resourceful, not wasteful, is something all large companies should be mindful of at Christmas time, and this furthers Woolies’ commitment to sustainability.
“Where the challenge – and opportunity – lies is around the vagueness of where the money will actually go. If Woolies drills deeper into the detail and makes the ‘give back’ tangible, whether through detailing the actual dollar value or naming specific charities or initiatives, it will help people believe the promise is authentic and not a cost-saving exercise on Woolies’ part.
“Net-net, I think it was the right decision to make.”
Amber Groves, Creative Strategy Director, Weave
“In the midst of a cost-of-living crisis, consumers are more attuned than ever to the gap between what brands say and what they actually do. Woolworths’ decision to dust off its 2024 Christmas campaign and roll it out again clearly aims to tap into the mood of the nation – effectively ‘tightening their belts’ as a gesture of solidarity. But is this true generosity, or just generous messaging?
“Christmas is one of the few moments when brands can bring genuine lightness and hope to consumers. So if the ‘giving back’ intention truly is altruistic, we need to see it on the Christmas table and under the tree – not just read it in a press release. That would make our hearts grow three sizes and give us some much-needed Christmas magic.”
Alex Forrester, Business Director, TRA
“Woolworths’ decision to re-run last year’s Christmas ad is smart. Even without the cost-of-living rationale, it’s a good idea. In TRA’s long-running Favourite Ads study, we consistently see that creative work continues to live in people’s minds long after media spend stops. In fact, we often observe campaigns being withdrawn just as they begin to climb the list.
“The risk of ‘wear-out’ is vastly overstated; even within the advertising industry, few can recall last year’s festive campaigns – let alone be ‘worn out’ by them. Woolworths has made this play before: when it re-ran Packed with Pride in 2024, it landed back in our top five most-loved ads nationally, eight years after the spot first aired.
“Familiarity is a powerful force in driving mental availability. In this context, repetition isn’t laziness – it’s consistency and good brand building.”