Woolworths launches trans-Tasman Christmas campaign

Woolworths has launched its 2026 festive campaign, titled ‘Tastes Like Christmas’, across Australia and New Zealand. Developed in partnership with new creative agency Droga5 ANZ, the campaign is the supermarket’s first major trans-Tasman initiative.

The campaign was built around a social media challenge where customers shared personal food traditions and recipes. Selected entries, such as trifle and key lime pie, were featured in the campaign’s television commercials. These customer responses were also used to create a unique Christmas carol inspired by the classic ‘It’s the Most Wonderful Time of the Year’.

In addition to traditional media, Woolworths is partnering with Spotify to sponsor personalized Christmas playlists and provide content based on users’ ‘Christmas Cook Profiles’. Chief Marketing Officer Sean Barrett stated that the campaign aims to place customer voices at the heart of the festive season by highlighting the food that brings families together.