Make this Christmas a classic.

B&T’s 2024 Campaigns of the Year | November & December

System1 Christmas ad rankings | #2 Globally & #1 in Australasia

Christmas is a ‘make or break’ season for Woolworths. It’s the supermarket Superbowl.

So our campaign celebrated everything that makes Christmas a classic. From traditions (like leaving a carrot out for Santa’s reindeer) to shopping with the supermarket that’s fed Aussies at Christmas for over 100 years.

In the film directed by Glendyn Ivin, we told this story through a little girl from an isolated farm, who’s worried Santa won’t find her. So with the ingenuity only a child could possess, she rallies the community to assemble a giant haybale carrot under the base of a gumtree - perfect for attracting hungry reindeer. Making Christmas a classic with a timeless ritual.

The campaign spanned every media touchpoint - including OOH, social, digital, radio, in-store, activation and print.