Woolworths is letting shoppers write its Christmas campaign. The retailer’s 2026 festive push, Tastes Like Christmas, launched on 2 November across Australia and New Zealand and turns real customer answers about festive food into an original carol.
For brands, the move is a clean example of UGC-led creative: instead of asking for engagement, Woolworths asked for raw material. The prize gave people a reason to respond, and the promise of appearing in a national ad gave the campaign a second incentive.
From social challenge to brand anthem
Woolworths asked customers across both countries to share what “tastes like Christmas” to them, with a $500 Christmas shop on the line. The strongest submissions—including a trifle and a key lime pie—were selected to appear as meals in the main campaign, including the television commercial.
The answers were then shaped into a custom carol inspired by “It’s the Most Wonderful Time of the Year.” It is a deliberately local twist: the campaign celebrates fresh seafood on the deck, classic roasts and nostalgic family desserts, not a one-size-fits-all holiday.
First work from Droga5 ANZ
This is Woolworths’ first major campaign with Droga5 ANZ, part of Accenture Song, and its first major trans-Tasman festive campaign. The rollout spans free-to-air TV, radio, print, out-of-home, digital, YouTube, subscription TV, social, influencer and in-store.
The agency appointment matters. Moving a flagship Christmas brief to Droga5 ANZ puts the Accenture Song shop in front of one of Australia’s biggest retail audiences, and the trans-Tasman scope signals Woolworths wants a single festive platform across two markets.
Sean Barrett, CMO at Woolworths, said food is the thread that brings families together, and that the customer answers were full of warmth, nostalgia and personality. The campaign pairs that emotional pull with an emphasis on value across festive staples, so the message can work for different budgets.
Spotify extends the idea
Woolworths is partnering with Spotify to sponsor Christmas playlists and show listeners their “Christmas Cook Profile” based on streaming habits. It turns the campaign from a one-way TVC into a personalised, data-driven moment that can hold attention after the ad has aired.
What to steal from this
- Ask a specific, sensory question. “What tastes like Christmas to you?” gives people a way in.
- Reward participation and close the loop by featuring submissions in the hero asset.
- Extend the creative through a platform partner, rather than letting the campaign end at the spot.
Damon Stapleton, CCO at Droga5 ANZ, said the team wanted to lean into what makes the season feel real for everyday households. That is the strategic point: a customer co-created carol can signal authenticity while giving the campaign a reason to be talked about before, during and after the paid push.
Source: Campaign Brief
