Customers across New Zealand have helped inspire Woolworths’ 2026 festive campaign, with ‘Tastes Like Christmas’ 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 NZD 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.
Abbe Hale, Woolworths GM Brand and Marketing, said every family across New Zealand has its own unique favourites to enjoy over the festive period. From the traditional roast chicken in the oven to fresh seafood or something delicious sizzling away on the barbecue, 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 a mouthwatering ham, a classic roast with all the trimmings, or a beloved family dessert, those distinct flavours trigger our best holiday memories," said Hale.
"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.”
Building on the Christmas carol theme, Woolworths will partner with Spotify to sponsor Christmas-inspired and personalised playlists, and deliver integrated content showing Spotify users what their “Christmas Cook Profile” is based on their listening habits.
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.
