Big W launches 2026 Christmas campaign celebrating mothers

Retailer Big W has released its annual Christmas campaign, titled ‘How good’s Christmas?’, developed in partnership with the agency 72andSunny. The campaign utilizes a vox-pop format to feature Australian mothers sharing candid, unfiltered perspectives on the challenges and joys of holiday preparations.

A central element of the creative is the return of the ‘Christmas mum’ character, who became a relatable figure in previous festive advertisements. The campaign aims to highlight the chaotic nature of the festive season, specifically addressing the stress of managing endless to-do lists and the desire for families to complete preparations without becoming overwhelmed.

Ryan Gracie, Chief Customer and Revenue Officer at Big W, stated that the mission is to help families ‘win Christmas’ by providing affordable decorations, gifting, and convenient shopping options. The campaign is rolling out nationally across television, social media, YouTube, and out-of-home advertising.