The retailer has launched a Christmas microsite (www.woolworths.co.uk/xmas) with about 250,000 items available for purchase online.
A banner push, using a range of creative, builds on above-the-line work by Bartle Bogle Hegarty, featuring the characters Wooly and Worth.
The animated microsite shows a snow-covered village, which visitors can navigate to send e-cards, try to win the 'hot deal of the week' or make a Christmas fairy.
The first banner ad drives traffic to the microsite through a competition offering 20 users the chance to win £1,000.
A second aims to advertise the breath of products available at Woolworths.co.uk with the tagline 'We still do toys ... and lots and lots more'. This runs alongside sequential banners telling a story of the items for which Woolworths is famous, while it aims to surprise customers with a few new ones.
The banners have been placed across comparison web sites, portals and networks.
Creative agency dare and media agency Zed Media developed the campaign.
Woolworths has added special screens in-store by the checkouts that enable shoppers to browse its site.
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