Woolworths celebrates the 'most tastiest time of the year' with a new Christmas carol via Droga5. November 2 2026, 1:53 pm BY Ricki Green No Comments Customers across New Zealand have helped inspire Woolworths' 2026 festive campaign, with 'Tastes Like Christmas' via Droga5, part of Accenture Song, celebrating the iconic flavours, unique traditions, and authentic festive moments that define the season. To shape the campaign, Woolworths issued a social media challenge to customers on both sides of the Tasman, asking them to share what "tastes like Christmas" to them - from cherished family recipes to quirky seasonal favourites they look forward to each year. Entrants competed for a chance to win a $500 Christmas shop, with the top food ideas, including a trifle from New Zealand and key lime pie, selected to feature as meals in the main campaign including the TV commercial. Woolworths then transformed these genuine customer responses into a one-of-a-kind Christmas carol, capturing the true spirit and diversity of how local communities celebrate the season. The song takes inspiration from the classic 'It's the most wonderful time of the year' Christmas song and customers will be able to hear it in-store from Monday 2nd November. Says Abbe Hale, Woolworths GM Brand and Marketing: "Every family across New Zealand has their own unique favorites that they enjoy over the festive period. From the traditional roast chicken in the oven to fresh seafood or something delicious sizzling away on the barbeque, food is always the thread that brings everyone together. When Campaign Brief As asked its customers what Christmas tastes like to them, Campaign Brief As were overwhelmed by the warmth, nostalgia, and personality in their answers. "Whether it's a mouthwatering ham, a classic roast with all the trimmings, or a beloved family dessert, those distinct flavours trigger its best holiday memories. By delivering exceptional value on everyday festive staples, Campaign Brief As is also making sure every family can celebrate the tastes they love on every type of budget this year. "This campaign puts our customers' voices right at the heart of the festive season, turning their favourite Christmas moments into a soundtrack for everyone to enjoy." The multi-channel integrated campaign marks the first festive work delivered in partnership with Woolworths' new creative agency partner, Droga5 ANZ, and represents the first major trans-Tasman campaign for the supermarket. Building on the Christmas carol theme, Woolworths will partner with Spotify to sponsor Christmas-inspired and personalised playlists, as well as deliver integrated content showing Spotify users what their "Christmas Cook Profile" is based on their listening habits. Says Damon Stapleton, Chief Creative Officer, Droga5 ANZ: "Partnering with Woolworths for our first Christmas campaign, we wanted to lean into what truly makes the season feel real for everyday households. Turning real customer stories and local festive cravings into an original Christmas carol allowed us to craft a piece of work that is joyous, relatable, and uniquely tuned to how New Zealand celebrates today." The integrated campaign launches across New Zealand today, rolling out across Free-to-Air TV, radio, print, OOH, digital, YouTube, subscription TV, social, influencer and in-store, and Woolworths stores nationwide. #More creative news #No paywalls #No annual membership fees. Subscribe to Portfolio & Reel for current listings of Australian and NZ ad agency and production company leadership and key personnel

Woolworths celebrates the 'most tastiest time of the year' with a new Christmas carol via Droga5. November 2 2026, 9:40 am BY Ricki Green No Comments Customers across Australia and New Zealand have helped inspire Woolworths' 2026 festive campaign, 'Tastes Like Christmas', which celebrates the iconic flavours, unique traditions and authentic festive moments that define the season. It's the first major campaign for the supermarket from new creative agency partner Droga5 ANZ, part of Accenture Song. To shape the campaign, Woolworths issued a social media challenge to customers on both sides of the Tasman, asking them to share what "tastes like Christmas" to them, from cherished family recipes to quirky seasonal favourites they look forward to each year. Entrants competed for a chance to win a $500 Christmas shop, with the top food ideas, including a trifle and key lime pie, selected to feature as meals in the main campaign, including the TV commercial. Woolworths then transformed these genuine customer responses into a one-of-a-kind Christmas carol, capturing the true spirit and diversity of how local communities celebrate the season. The song takes inspiration from the classic 'It's the Most Wonderful Time of the Year'. The multi-channel integrated campaign marks the first festive work delivered in partnership with Droga5 ANZ, and represents the first major trans-Tasman campaign for the supermarket. Building on the Christmas carol theme, Woolworths will partner with Spotify to sponsor Christmas-inspired and personalised playlists, as well as deliver integrated content showing Spotify users what their "Christmas Cook Profile" is based on their listening habits. The campaign launches across Australia and New Zealand today and will roll out across free-to-air TV, radio, print, OOH, digital, YouTube, subscription TV, social, influencer and in-store. Says Sean Barrett, Chief Marketing Officer, Woolworths: "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. "This campaign puts our customers' voices right at the heart of the festive season, turning their favourite Christmas moments into a soundtrack for everyone to enjoy." Says Damon Stapleton, Chief Creative Officer, Droga5 ANZ: "Partnering with Woolworths for our first Christmas campaign, we wanted to lean into what truly makes the season feel real for everyday households. Turning real customer stories and local festive cravings into an original Christmas carol allowed us to craft a piece of work that is joyous, relatable and uniquely tuned to how Australia and New Zealand celebrate today." #More Creative news #No paywalls #No annual membership fees. Subscribe to Portfolio & Reel for current listings of Australian and NZ ad agency and production company leadership and key personnel