Christmas in Australia marks the beginning of the summer holiday season, where it's all surf, sun and sand. The Christmas campaign of 2008 centered on creating an uniquely Australian Christmas; with the tree being a Norfolk Pine (a common sight, having been planted near many Australian beaches) with a sea star on top. The fall of sand shimmering in the breeze depicted by the glitter effect reinforces the sense of the magic of Christmas.
The integrated campaign run across all consumer touch points along the path to purchase, including window banners and posters, hero product posters, cooking tips for products on the catalog back page and a limited edition shopping bag. The campaign also featured on table sides in-store and on other point-of-purchase items including price cards and shelf strips.