BEcause brings Christmas together for Woolworths at carol concert


BEcause Australia has been appointed by Woolworths, the largest supermarket store chain in Australia. 


The campain’s aim was to activate its sponsorship of Australia’s free Christmas concerts, Sydney’s ‘Carols in the Domain’ and South Australia’s ‘Woolworth’s Carols by Candlelight’.

Woolworths has been involved with the Carols in the Domain since 2005 and has seen the event grow from strength to strength.  Last year was the 30th anniversary of Carols, 40,000 people attended the event which saw it reach the largest attendance numbers in history for any event held at this venue. This is Woolworths’ 2nd year sponsoring South Australia’s Carols by Candlelight.

The team at BEcause Australia has worked with the ‘Bringing Christmas Together’ theme and will provide multiple on-site activations with the Woolworths dome being the central hub.  Inside the dome children will be able to decorate Christmas gingerbread men, have their photo taken with Father Christmas and pick up Woolies Christmas treats.

The Woolworths dome will be supported by roaming Elfers (Woolworths little helpers) who will bring the Christmas cheer by providing giveaways and helping visitors to carry their picnics into the concert. Event attendees will also have the chance to sample Woolworths Christmas Gold range and take inspiration from cooking demonstrations across the day.

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With nearly 30 years of marketing experience, both client and agency side, I’ve acquired a rare perspective on brands and business: I believe you have to challenge things creatively if you want to grow sales. Consumer technology is reshaping our world, and it’s only the great brands that stay on the crest.