Coles revamps Flybuys loyalty scheme in ad offensive featuring Dawn French

Coles has launched a new campaign to introduce a “supercharged” version of its loyalty scheme Flybuys.

Vicar of Dibley and French and Saunders actress Dawn French, who has appeared in ads for Tesco in the UK, is to appear in the campaign that breaks tomorrow, a Coles spokesman told Mumbrella.

According to a press release from the retailer, Coles customers will now earn one point for every dollar they spend – previously the offer was two points for every $5.

And in what the retailer claims is a ‘world first’, Coles is introducing My5, which gives Flybuys customers 10% off five products of their choice.

Also, through a service called Flybuys Dollars, Coles customers can go online and convert points to Flybuys dollars.

The agency behind the campaign was Big Red.


  1. Wild Oscar
    19 Apr 12
    4:48 pm

  2. This loyalty war will be fun to watch. Woolies has only just started using their customer data properly. Fly Buys has been a bit of a dead dog for a while. It’s great to see them reviving it. Watch the hand grenades being thrown between Coles and Woolies.

  3. Richard
    19 Apr 12
    4:58 pm

  4. Coles’ marketing team is making it more and more like Tesco every day.

    When are they introducing Australia to the BOGOF phenomena and the tasty aisle of ready made meals?

    Will Aussies even know who this chick is?

  5. Krystal
    19 Apr 12
    5:11 pm

  6. @Richard – are you kidding?? Who doesn’ t know who Dawn French is?!

  7. Michael Cromer
    19 Apr 12
    7:32 pm

  8. We can’t underestimate the enourmous potential of both the WW and Coles loyalty programs. Most would agree they are largely used to communicate price offers at the moment … but i think we will begin to see more and more campaigns with extremely targeted specific brand benefits and category building initiatives. A giant new medium in the making. MC

  9. nickatnights
    19 Apr 12
    8:04 pm

  10. Dawn French played Doreen on Prisoner.

  11. JJ
    19 Apr 12
    9:39 pm

  12. Coles Marketing team is/was Tesco’s Marketing Team. Dawn French is an odd choice but then again they are all Brits living in Melbourne…

  13. Jim Trott
    19 Apr 12
    10:50 pm

  14. No no no no no no … please don’t do a Coles ad Dawn.

  15. Jimbo
    20 Apr 12
    8:03 am

  16. Very smart move by Coles. Dawn French is the perfect ambassador for the supermarket.

    Maybe we’ll see Woolies grab Lenny Henry for a counter offensive….

  17. check out kid
    20 Apr 12
    10:00 am

  18. Why use a pom? Complete lack of imagination. Aren’t there any appropriate Aussies?Maybe stick to Woolies or go to an independent.

  19. world view
    20 Apr 12
    11:01 am

  20. No Dawn French for Coles because she’s English? But it’s OK for Aussie actors to play American roles and English actors to play European roles and for Kramer to front Vodaphone and for Billy Connolly to front ING and for an Aussie bank to use an American agency and Aussie agencies to have Asian based clients and for Aussie directors to make American commercials and for American directors to make Aussie commercials and for Aussie agencies to shoot in South America and use New York based post facilities and for Asian production houses to use Aussie based post facilities …………….

  21. world view
    20 Apr 12
    12:27 pm

  22. ……and for Paris Hilton to sell Aussie beer and for the sexy latino mum in Modern Family to do Aussie commercials and for Snoop Dog to front MTV and for B.B.King to sell burgers for McDonalds Australia and for ………………….

  23. Jim Trott
    20 Apr 12
    4:07 pm

  24. @nickatnights … sure you don’t mean Colette Mann played Doreen on Prisoner?

  25. Nigella
    20 Apr 12
    6:13 pm

  26. Eveyone loves Dawn – she’s like the British Magda Szubanksi

  27. WOJA
    22 Apr 12
    7:26 pm

  28. Can’t believe poor Dawn has sunk to these depths to do nauseating ads for a lousy supermarket. Did Lenny really leave her that poor??
    Didnt think it could get worse than the nerve wracking harmony singing “theres no freshness like Coowls” now it has. Lucky the MUTE button works.

  29. Rachie.frechie
    22 Apr 12
    8:37 pm

  30. The vickar has obviously taken on the role of the ambassador for Coles,
    I would expect a good salary for that too……
    The fight is on yet again, For one “who’s freshest?”
    “Margaret Fulton “vs” Curtis Stone
    Who will win??
    This is just a wonderful actress being paid to promote something that Coles can’t do without celebrities.
    Funny though,
    food is food
    and prices, shop around my friends!

  31. Get_real
    22 Apr 12
    8:55 pm

  32. Woja you must be kidding Lenny must have been the loser on that break up, have you seen the number writing credits that guy has had on pommy TV..
    The pair of them both write way more stuff than they ever appeared in.

    My question is does this indicate some sort of link between Coles and Tesco?? Has Tesco bought a controlling interest in Coles?

  33. Rachie.Frenchie
    22 Apr 12
    9:19 pm

  34. as above peeps, name spelt wrong previously!

  35. jean cave
    22 Apr 12
    11:25 pm

  36. Slightly off-piste again, but I was surprised how Australian The Bondi Hipsters sounded on your podcast recently, until I realised they were mocking the Brit accent/hiptalk. Duh!

  37. Lucy Lui
    23 Apr 12
    12:37 am

  38. I really thought those Englishmen had lost their mind when I saw this. Why didn’t they save themselves big bucks and replace her with Denise Drysdale? At least the Australian public would have had some sort of connection with her! It’s not that we don’t know who Dawn French is. We just don’t care.

  39. janelle jones
    27 Apr 12
    11:18 pm

  40. luv it ust so luv it so caught our eyes straight up mind u my husband did not beleive it was her cause he said isnt she a pommie well they made an add with jerry sinfeild yess well i say veryyy witty cause it catches your eye dosent it welldon it worksss !!!!

  41. Lynne de Jong
    28 Apr 12
    2:19 pm

  42. Dawn French is a legend. I hate ads but I’ve been watching these with real pleasure. She is perfect!!!!

  43. Margaret Confait
    30 Apr 12
    4:20 pm

  44. Cannot stand Dawn French in the Coles Ad…love the Vicar of Dibley, but have to mute and close my eyes when this ad comes on….shrieking voice hurts the eardrums and it is putting me off going into Coles, will shop at Woolworths until this ad is removed. Please stop treating the public like idiots! A well spoken modulated voice will get the message across much more clearly.

  45. Leslie
    30 Apr 12
    6:56 pm

  46. Why use a loudmouth Pommie to promote Coles, I just visited a Coles store and couldn’t get out quick enough hearing the “Vicar of Dibley” advertisement blaring, made my hears ring! What’s wrong with using AUSTRALIAN ACTORS to promote a supposed Aussie brand, or is Coles Australian or not?? Sick of seeing imports getting jobs when Australians need them!!

  47. Kerry Rounsley
    6 May 12
    7:51 am

  48. How sexist is it when Dawn licks her lips at Curtis and gropes him. Imagine the public outcry if Curtis had groped Dawn and looked at her in a suggestive way. I agree that Dawn’s shrieking voice is ear jarring and what is wrong with paying an Australian actor such as Denise Drysdale to do the job. Yes many Australian adds use overseas actors but this Coles add is on constantly monopolising the viewing time.

  49. Margot
    9 May 12
    1:29 pm

  50. Completely AGREE with Margaret, Leslie and Kerry. I hate to mute this ad every time because the voice actually hurts my ears. Im not sure about why Coles marketing picked this Dawn character…Im sure she is a lovely lady but I had absolutely no idea who she was and I definitely got the impression that she was a bit of an old floozy with the way she leered at Curtis. I think that Coles really needs to dial back on the hyper excited ads and focus on the products or service more.. I for one dont come to Coles for a revved up, energy filled, screaming run around the aisle like Dawn seems to.

  51. Brian McIVOR
    18 May 12
    9:04 pm

  52. I know you won’t mind if we don’t shop at Coles anymore, but while that person is promoting your business we are forced to go to Woolworths. We turn your ad off when we see THAT women appear, I must say that we enjoyed shopping @ Coles @ Noosa & so did our friends. See you again when she is removed. VERY BAD TASTE.