Woolworths unwraps first major Droga5 campaign for Christmas

Woolworths has launched its first major campaign from Droga5 ANZ, unveiling a Christmas platform that celebrates the food traditions of Australian households.

The campaign, Tastes Like Christmas, marks a significant creative milestone for the supermarket giant and its new agency partner, with a festive carol inspired by the dishes, rituals and memories that define Christmas for customers.

Rolling out across television, digital, social, outdoor and in-store channels, the campaign is also Woolworths' first major trans-Tasman Christmas advertising push.

A partnership with Spotify extends the campaign into personalised Christmas playlists and shopping content, connecting festive entertainment with meal planning and purchasing.

The campaign arrives as Woolworths heads into the crucial Christmas trading period following a strong first quarter for its Australian Food business. Australian Food sales reached $14.8 billion, up 6.9%, driven primarily by Woolworths Food Retail across stores and eCommerce.

Own and exclusive brand sales increased 8.5%, supported by growth in fresh food and meat, while the retailer introduced 151 new own-brand products during the quarter, including expanded value ranges.

Online sales remained another bright spot, with WooliesX eComX sales increasing 20.2% and eCommerce penetration reaching 18.2%, up two percentage points on the previous year.

Woolworths CMO Sean Barrett said the new work puts our customers’ voices at the heart of the festive season.

"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."