Adding an extra sprinkle of festive cheer this year, Bra Hugh as he is affectionately referred to by his many fans, lends his star power to a series of animations across Woolworths social media and digital channels, narrating the story of a sad and uninspired Santa, who seeks to rediscover the wonder of Christmas through interactions with fantastical people and places.

Launched on 8 November 2016, the playful festive campaign is brought to life through a stellar line-up of loveable characters. Through the animations, viewers can follow Santa, narrated by Masekela, and his trusted dog Jingle as they embark on a journey through South Africa, to find the magic in Christmas. Keep an eye out for delightful additions to the cast, including Tinsel the cat, Hootie the owl (who can’t read), and Klaws the polar bear.

Woolies Christmas campaign also features an incredible cast of some of South Africa’s most loved personalities, including sports stars, fashionistas, models and entertainers, all of who will be visible throughout the festive season. Look out for Olympic gold medallist Wayde van Niekerk, rapper Riky Rick, media personality Bonang Matheba and South African-born supermodel Katryn Kruger, to name a few, who make appearances alongside their families and friends in addition to the endearing team of fictional characters.

As Santa’s enchanting story unfolds, we’re reminded that Christmas is a time for giving—this year, Woolworths has partnered with Shine Literacy in a bid to help equip families and children across the country with better reading skills and learning capabilities. The funds raised will be used specifically for Shine’s Family Literacy workshops, and will help create foundation-phase reading corners in under-resourced classrooms. Every time you swipe a MySchool or linked Woolies card while shopping at Woolworths until 25 December we will make a contribution to Shine—a great way to help spread the love and the magic of story-telling this Christmas!

To follow the story of Santa and his friends online, visit, @Woolworths_SA #FindtheMagic