Woolworths Celebrates Christmas With One Giant Carrot

Woolworths' Christmas ad centres around a little girl's concern that Santa won't be able to find her house during the course of his flight.

She is struck with inspiration once she see a particular tree out of the corner of her eye. With this inspiration, she convinces the local community to help her create a giant carrot in the middle of a paddock to serve as a beacon to Santa and his reindeer. 

“We recognise that many Australians are continuing to experience cost-of-living pressures but they still want to be able to celebrate Christmas with friends and family within their budgets,” said Andrew Hicks, chief marketing officer at Woolworths.

"At Woolworths, we’re focused on helping customers celebrate the festive season with their favourite affordable ranges, while also showcasing the best of Australian food. As Woolworths enters its centennial year, this Christmas campaign reflects on the enduring traditions that have shaped our connection with Australian communities. We’re proud to celebrate the spirit of togetherness, from the regional farms that supply our fresh produce to the families who gather around the Christmas table.”

Greenhouse Collective executive creative director, Richard Morgan, said, “It’s not the grandeur that makes Christmas special. Rather, like it’s always been, it’s our unique family rituals that we long for that connect us each year. This campaign celebrates the classic moments Aussie families cherish and share at Christmas.

"We want people to know that coming together around wonderful festive food, special family moments and longed-for favourites can be theirs this year again, without compromise. Woolworths has the quality and range, unparalleled Aussie fresh with the great value people need to bring us together and to help make this year’s celebration another classic."

The multi-channel platform was released on Sunday and will roll out across OOH, content, radio, in-store, social and digital platforms.