BIG W Launches New Christmas Advertising Campaign

The retailer unveils its latest festive strategy centred on the experiences of Australian mothers.

Updated on Oct. 25, 2026 in Advertising

A eucalyptus branch in a glass vase with gold ornaments on a wooden table, representing festive holiday planning in Australia. — Retailer BIG W has unveiled its new Christmas campaign, 'How good's Christmas?', designed to support Australian families with holiday preparations. AI Illustration. Upload story photo >

Live Poll

Do you feel holiday advertising accurately reflects the real stress of managing family Christmas preparations?

BIG W has launched its new Christmas campaign titled How good's Christmas? to help Australian families navigate the pressures of holiday preparation.

Why it matters

The campaign targets the chaotic nature of holiday planning, aiming to support families who feel that the magic of the season relies on managing tasks efficiently.

BIG W reports that 45% of young families believe holiday magic stems from task management, while 79% of the retailer's decorator range is priced under $10. Additionally, Christmas decorations start at a price point of 50c.

The players

BIG W

This major Australian retailer provides a wide range of household goods and is known for its seasonal marketing efforts.

72andSunny

This creative agency is responsible for developing the latest holiday advertising strategy for the retail brand.

The details

Developed by the agency 72andSunny, the campaign features a vox-pop structure with real-world mothers and sees the return of the character Christmas mum. The creative rollout is appearing across television, BVOD, SVOD, YouTube, social media, and out-of-home platforms.

The campaign creative began its rollout in the week of 25 October 2026.

Market Landscape

This campaign follows the established retail trend of prioritising practical support for busy households over traditional aspirational holiday imagery. By focusing on the lived experience of mothers, BIG W positions itself to better connect with consumers managing the seasonal workload.

Shoppers can expect to find a wide selection of festive goods with decorations starting from 50c. With the majority of the decorator range priced under $10, the campaign offers budget-conscious options for household holiday preparations.

The takeaway

The campaign emphasises that managing holiday tasks effectively is key to a positive family experience. Families looking to reduce their seasonal stress may find the retailer's focus on affordable, organised solutions particularly relevant this year.