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Woolworths marketer: Coles tactics are infantile, but they work

The marketing boss of Coles’ biggest rival Woolworths has credited the Ted Horton created ad campaign and the marketing strategy behind it as a major factor in the brand’s resurgence.

Despite a slating from creatives, the Coles campaign, which has included cheesy reworkings of Petula Clarke’s Down Town as Down Down and Normie Rowe’s Shakin’ All Over as No Added Hormones, along with celebrity appearances from the likes of The Wiggles, has led to record sales for Coles.

Woolies marketing boss Luke Dunkerley was speaking at a marketing outlook breakfast organized by the AFR and Nine Entertainment Co.

Asked about the role of traditional media in the advertising mix, Dunkerley said: “If our major competitor did not have TV to use, we’d be in better shape. There’s no doubt they’ve used TV very effectively.”

Later, Dunkerley was asked about perceptions that momentum lay with Coles. He conceded: “They’ve earned it. They’ve done quite a thorough job in marketing and used some techniques we were all quick to point to as infantile. But they’ve worked. The Wiggles are infantile but they work.”

Dunkerley said that Coles had also improved their stores themselves. He said: “They’ve taken what was a really poor business and (turned it round). On top of that, they had some very focused, very effective marketing and gone to places where we’ve never been before.”

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