Rising British comedy star Peter Serafinowicz has been signed by Woolworths to join brand characters Wooly and Worth in its Christmas TV ads which break this week.
The Space and I'm Alan Partridge star provides the voice over for new 'episodes' of the Wooly and Worth Show, a creative which first appeared earlier this year to launch the retailer's value brand, Worthit.
The new 'series' of the show advertises a range of Woolworths entertainment and tactical deals.
Ads, including 20-, 30- and 40-second executions, start this week, with the first plugging special offers on Fantastic Four: Rise of the Silver Surfer (DVD), The Simpsons Game (PS2) and Mika's Life in Cartoon Motion (CD).
These will be followed by ads throughout the Christmas period plugging different deals.
"We received a fantastic reaction to September's Wooly and Worth Show ads," said Lee Bannister, brand communications manager at Woolworths. "It drove massive brand recognition and, in turn, Worthit sales.
"Because of this we've decided to keep a similar creative but add Peter's familiar voice and focus on the massive deals we're offering this Christmas."
The push is backed by an extensive press campaign and a new Christmas point of sale suite for all stores.