> ## Content Index > Fetch the complete content index at: https://www.promptthemarket.com/llms.txt > Use this file to discover other available public pages before exploring further. # Woolworths turns its customers' Christmas food into a carol - URL: https://www.promptthemarket.com/woolworths-tastes-like-christmas-droga5/ - Published: 2026-11-02T19:30:00.000Z - Updated: 2026-11-02T19:29:59.000Z - Description: Droga5 ANZ's first big campaign for the supermarket drops farmers for 8,000 customer entries, a Spotify tie-in and $8-a-kilo ham for a fourth Christmas. - Author: Editor News - Tags: Brands, Woolworths, Droga5, Christmas, Spotify, Campaigns, #author-james-dore ![James Dore](https://storage.ghost.io/c/e4/01/e4017178-c1da-4131-80aa-35f02cb5b999/content/images/2026/09/james-dore.jpg) By **James Dore** ยท 2026-10-22 TLDR Woolworths' Christmas campaign, 'Tastes Like Christmas', turns customers' answers about their festive food into an original carol. It is the first major campaign from its new creative agency, Droga5 ANZ, and runs across Australia and New Zealand with a Spotify partnership and a value message led by $8-a-kilo ham. KEY TAKEAWAYS 01'Tastes Like Christmas' launched on 2 November across Australia and New Zealand. 02More than 8,000 customers answered the question 'what tastes like Christmas to you?', according to B&T. 03The carol reworks 'It's the most wonderful time of the year' into 'the most tastiest time of the year'. 04Spotify users get sponsored playlists and a 'Christmas Cook Profile' based on their listening. 05Woolworths is holding its Australian Half Leg Ham at $8 a kilo for a fourth Christmas. ## From farmers to customers Woolworths has launched its Christmas campaign, "Tastes Like Christmas", built on its customers' festive food traditions and set to an original carol. It is the first major campaign from its new creative agency partner, Droga5 ANZ, and runs across Australia and New Zealand from 2 November.[\[1\]](https://www.woolworthsgroup.com.au/au/en/our-newsroom/media-releases/latest-news/2026/woolworths-celebrates-the--most-tastiest-time-of-the-year--with-.html?ref=promptthemarket.com) The supermarket asked shoppers "what tastes like Christmas to you?" and received more than 8,000 entries. Its previous two Christmas campaigns had centred on farmers.[\[2\]](https://www.bandt.com.au/woolies-cmo-sean-barrett-on-christmas-ads-focus-on-customers-audio-as-the-distinctive-asset/?ref=promptthemarket.com) Customer ideas including trifle and key lime pie appear in the campaign's meals and TV commercial, and the soundtrack recasts "It's the most wonderful time of the year" as the "most tastiest time of the year".[\[3\]](https://www.mediaweek.com.au/woolworths-unveils-droga5-s-first-major-christmas-campaign?ref=promptthemarket.com) Woolworths' Tastes Like Christmas ad, from Woolworths' YouTube channel. "Every family across Australia and New Zealand has their own unique festive traditions, but food is always the thread that brings everyone together," said chief marketing officer Sean Barrett.[\[1\]](https://www.woolworthsgroup.com.au/au/en/our-newsroom/media-releases/latest-news/2026/woolworths-celebrates-the--most-tastiest-time-of-the-year--with-.html?ref=promptthemarket.com) He told B&T that "that audio asset is really the centrepiece that glues everything in the campaign together".[\[2\]](https://www.bandt.com.au/woolies-cmo-sean-barrett-on-christmas-ads-focus-on-customers-audio-as-the-distinctive-asset/?ref=promptthemarket.com) Droga5 ANZ chief creative officer Damon Stapleton said turning "real customer stories and local festive cravings into an original Christmas carol" let the agency make work that is "joyous, relatable, and uniquely tuned to how Australia and New Zealand celebrate today".[\[1\]](https://www.woolworthsgroup.com.au/au/en/our-newsroom/media-releases/latest-news/2026/woolworths-celebrates-the--most-tastiest-time-of-the-year--with-.html?ref=promptthemarket.com) ## Spotify and the media plan Woolworths is extending the music through Spotify, sponsoring Christmas-inspired and personalised playlists and giving users a "Christmas Cook Profile" based on their listening habits. The campaign runs on free-to-air TV, radio, print, out-of-home, digital, YouTube, subscription TV, social, influencers and in-store.[\[1\]](https://www.woolworthsgroup.com.au/au/en/our-newsroom/media-releases/latest-news/2026/woolworths-celebrates-the--most-tastiest-time-of-the-year--with-.html?ref=promptthemarket.com) Woolworths will judge it on transactions, customer numbers, sales and market share.[\[2\]](https://www.bandt.com.au/woolies-cmo-sean-barrett-on-christmas-ads-focus-on-customers-audio-as-the-distinctive-asset/?ref=promptthemarket.com) ## The value message The campaign supports a Christmas range of about 500 products, including more than 120 chef-curated items and nearly 60 desserts. Woolworths is holding its Australian Half Leg Ham at $8 a kilo for a fourth Christmas, and says more than 1,000 Lower Shelf Price products are an average of 16% below their previous shelf prices.[\[1\]](https://www.woolworthsgroup.com.au/au/en/our-newsroom/media-releases/latest-news/2026/woolworths-celebrates-the--most-tastiest-time-of-the-year--with-.html?ref=promptthemarket.com) SOURCES & CITATIONS 1. [Woolworths celebrates the 'most tastiest time of the year' with a customer-inspired Christmas carol, Woolworths Group](https://www.woolworthsgroup.com.au/au/en/our-newsroom/media-releases/latest-news/2026/woolworths-celebrates-the--most-tastiest-time-of-the-year--with-.html?ref=promptthemarket.com) 2. [Woolies CMO Sean Barrett On Christmas Ad's Focus On Customers & Audio As The Distinctive Asset, B&T](https://www.bandt.com.au/woolies-cmo-sean-barrett-on-christmas-ads-focus-on-customers-audio-as-the-distinctive-asset/?ref=promptthemarket.com) 3. [Woolworths unveils Droga5's first major Christmas campaign, Mediaweek](https://www.mediaweek.com.au/woolworths-unveils-droga5-s-first-major-christmas-campaign?ref=promptthemarket.com) FREQUENTLY ASKED QUESTIONS What is Woolworths' 2026 Christmas campaign? 'Tastes Like Christmas', built on customers' festive food traditions and an original carol. Who made it? Droga5 ANZ, Woolworths' new creative agency partner. It is the agency's first major campaign for the supermarket. What is the ham price? Woolworths is holding its Australian Half Leg Ham at $8 a kilo for a fourth Christmas. ![James Dore](https://storage.ghost.io/c/e4/01/e4017178-c1da-4131-80aa-35f02cb5b999/content/images/2026/09/james-dore.jpg) [James Dore](https://www.promptthemarket.com/james-dore/) James Dore is founder and editor of Prompt the Market and Strategy Director at Bushnote, a Sydney strategy, SEO and AI search agency. He has a background in strategy, media and financial services, and led consumer product marketing at MONEYME. He writes on AI search, answer engines, technology policy and media economics.