Woolworths unveils Droga5’s first major Christmas campaign

Woolworths has launched its first major campaign with Droga5 ANZ, turning customers’ festive food traditions into a Christmas carol for a rollout across Australia and New Zealand.

The ‘Tastes Like Christmas’ campaign draws on responses to a social media challenge asking shoppers on both sides of the Tasman to share the foods that define Christmas for them.

Customers entered for a chance to win a $500 Christmas shop, with selected ideas, including trifle and key lime pie, appearing in the campaign’s meals and TV commercial.

The soundtrack takes inspiration from ‘It’s the most wonderful time of the year’, recast around the ‘most tastiest time of the year’.

Customer traditions shape the creative

Woolworths Chief Marketing Officer Sean Barrett said the campaign drew on the connection between food and family traditions.

“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 work marks Woolworths’ first festive campaign with its new creative agency partner, Droga5 ANZ, and their first major trans-Tasman campaign for the supermarket.

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.”

Spotify extends the Christmas soundtrack

Woolworths will extend the music theme through a Spotify partnership, sponsoring Christmas-inspired and personalised playlists.

Integrated content will also give Spotify users a “Christmas Cook Profile” based on their listening habits.

Launching on 2 November, the campaign will run across free-to-air TV, radio, print, out-of-home, digital, YouTube, subscription TV, social media, influencer activity and in-store.

Festive range carries the value message

The campaign supports a Christmas range of around 500 products, including more than 120 chef-curated food items and nearly 60 desserts.

The range spans hams, turkeys, festive sides, trifles, yule logs and fruit mince pies, alongside fresh seafood and seasonal fruit.

Woolworths is also maintaining its Australian Half Leg Ham price at $8 per kilo for a fourth consecutive Christmas season.

Its broader value offer includes more than 1,000 products under its Lower Shelf Price program, which Woolworths says are priced an average of 16% below their previous shelf prices, alongside weekly specials.