Shaun the Sheep and Merino works for AWI + VIDEO

Sheep Central, December 17, 2021

MERINO wool is again being associated with everybody’s favourite black-faced sheep in a new Shaun the Sheep Christmas holiday campaign.

Australian Wool Innovation today announced that Shaun the Sheep gets merry in Merino in the new partnership with AWI’s marketing arm The Woolmark Company.

To mark the launch of Shaun the Sheep’s latest film Shaun the Sheep: The Flight Before Christmas, multi-award-winning animation studio Aardman has created a unique short film with The Woolmark Company, celebrating planet-friendly fibres this festive season.

The short film sees Shaun and the flock busily knitting Christmas jumpers from 100 percent pure wool, naturally, to gift during the holidays. Shirley spins dizzily like a giant bobbin as a jumper is made from their natural wool. Shaun presents the super-soft wool jumper to Shirley who wraps up snug and warm, ready for the cold winter night.

“Christmas has come early for us as we deliver another wonderful partnership with The Woolmark Company,” Aardman Animations marketing director Lucy Wendover said.

“We’re delighted to celebrate the gift of giving natural wool jumpers and Shaun the Sheep is the perfect fit.

“The respect of nature and sustainability are key themes for Shaun the Sheep and increasingly important to the whole studio, so it’s great to have this at the heart of the campaign.”

AWI acting chief executive officer John Roberts said AWI is thrilled to partner once again with Aardman Studios on another Shaun the Sheep film. The last collaboration was in 2019.

“One of our key pillars is to drive more sustainable purchasing pathways.

“There’s never been a better time than the festive season to champion this message and encourage people to think about what they gift to friends and family,” he said.

“Shaun and his flock choose to gift wool jumpers, knowing this natural fibre is not only long-lasting, but its emotional value is strong as it is handed down to from one owner to the next.

“We are confident this partnership will lead to extra sales of Australian wool in the northern Winter,” he said.

“It also has the potential to build a long-lasting feel-good factor and attachment to our great fibre.”

Shaun the Sheep: The Flight Before Christmas will air on the ABC this Christmas.


Your email address will not be published. Required fields are marked *

Your comment will not appear until it has been moderated.
Contributions that contravene our Comments Policy will not be published.


  1. Peter Small, January 11, 2022

    AWI doesn’t know what it stands for any more Judith. It is like a rudderless chook.

  2. Judith Turk, December 18, 2021

    I can’t believe AWI is promoting a coloured fibre sheep. The industry has spent an enormous amount of time effort and money to educate the Merino white wool industry about coloured fibre contamination. Merino wool is known for its white unblemished fibres and this advert in one move has negated all the work we have done.

Get Sheep Central's news headlines emailed to you -