Coles pushes fresh bread in new Curtis Stone ad

curtis stone coles breadColes has shifted its focus to instore baked bread in its latest Curtis Stone-fronted ad.

The ad, which also promotes the bread’s lack of preservatives also offers viewers a respite from the Coles “Prices are down” giant red hand.

Coles ads are created by Ted Horton’s Big Red.


  1. Cognitively DIssonant
    10 Oct 12
    11:53 am

  2. Does that mean they don’t put salt in their bread anymore?

  3. Dubious
    10 Oct 12
    12:17 pm

  4. This will not be a very high quality product. Probably like Subway, microwaved pre-made dough. This will not be made by qualified bakers from raw ingredients!

  5. Hmmmm...
    10 Oct 12
    12:32 pm

  6. It’s pre-made frozen dough.

    This stuff is about as ‘fresh’ as their fruit and vegetables are. It’s the equivalent of buying a White Wings cake mix, and saying ‘I made a cake’. Yeah, you kind of did, but not really.

    But this “There’s no freshness like Coles freshness” is quite clever, because it says exactly nothing. What the fuck does that even mean anyway? Leaves you feeling that Coles is committed to fresh food, but actually commits to nothing.

    Most people would probably be fooled.

  7. 100,000 comments +1
    10 Oct 12
    12:46 pm

  8. To Dubious

    High quality products can still come about from ‘pre-made products’. While it may not be ‘100% made in store with raw ingredients’ maybe we should wait till we taste it before making a decision on its quality.

    Like a lot of products out there that have elements that are pre-made, we cannot infer they are bad quality.

    Alternatives that are healthier, and cheaper for families must be a move in the right step.

  9. Dabug
    10 Oct 12
    12:57 pm

  10. @hmmm… Good point. The fresh tagline essentially says ‘we are as fresh as we are’. So this could be anything from not very to just picked.

    But hey, taglines need to be succinct, catchy and punchy.

  11. Alan
    10 Oct 12
    4:37 pm

  12. ‘100% Aussie Curtis, just like you and those Status Quo guys in our other ad…..’

  13. The Taste Master
    10 Oct 12
    6:46 pm

  14. bought some from Broadway the other day, not bad at all. I’m not a bread snob – of course it not as good as the fancy pants sourdough places

  15. James
    10 Oct 12
    11:02 pm

  16. Down down is coming! Don’t get to excited

  17. John Grono
    11 Oct 12
    12:12 am

  18. The tagline of “there’s no freshness like Coles freshness” reminds me of an ages old Johnnie Walker ad – “Nothing improves the flavour of water like Johnnie Walker”. I always thought it an odd claim that adding nothing to a glass of water gave the same result as adding a premium scotch whisky!

  19. Henry
    11 Oct 12
    10:17 pm

  20. 100% Australian flour, does it incude soy flour like most breads ?

  21. Anonymous
    16 Oct 12
    9:17 pm

  22. @ Cognitively dissonant – by Australian nutrition regulations fresh baked bread must include iodised salt to complement Australia
    S iodine deficient diets. http://www.nutritionaustralia......dine-facts