Woolworths has launched its Christmas campaign, 'Make this Christmas a Classic', in collaboration with M&C Saatchi, part of the Greenhouse Collective. The campaign's centrepiece is a TVC that encapsulates classic Aussie Christmas traditions and the spirit of community.

The TVC narrates the story of a young girl rallying her community to construct a giant carrot to guide Santa to their location. It culminates in families gathering around a Christmas spread showcasing fresh Aussie food of the festive season. The film ends with everyone celebrating as the giant carrot lights up the sky to guide Santa.

The campaign was filmed at a family farm in Jeetho, 100 kilometres southwest of Melbourne, in country Victoria.

Andrew Hicks, Woolworths Group Chief Marketing Officer, commented on the campaign, underscoring the company's focus on affordable ranges and showcasing Australian food.

"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. 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," he said.

"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."

The campaign launched on Sunday 3 November and will be rolled out in stores across the country, as well as on radio, press, digital, content, social, and OOH. This comes as Woolworths enters its centennial year, marking a significant milestone for the company.