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Casey Donovan latest celeb to front Coles’ Down Down campaign

Australian Idol and I’m A Celebrity winner Casey Donovan performs a disco version of Coles’ Down Down jingle in a new price-led campaign for the supermarket

Created by Ted Horton’s agency Big Red, the new Down Down ad sees Donovan wearing sparkling red while promoting savings on pasta.

Launched in 2010, Coles’ successful Down Down campaign has regularly featured ageing British rockers Status Quo since 2013.

The new campaign signals another push by Coles to communicate its ongoing message that its prices are cheaper than its rivals. It will highlight price cuts on the San Remo pasta range and Coles Ultimate Chocolate Chip Cookies.

McDowell: Emphasising “value right across the store”

Simon McDowell, chief customer officer at Coles, said in a statement: “Casey is one of Australian’s favourite entertainers so she’s a perfect fit for her to lead our campaign and bring her unique sound and personality.

“We know families are shopping on a budget so they need to get value right across the store. Pasta is a go-to for many families that are busy and on a budget so we hope by dropping prices by up to 25 percent we can help make a real difference to their shopping bill.

“As our Coles Ultimate Chocolate Chip Cookies are the best-selling chocolate chip cookie in Australia, we decided to drop the price so more people can get a taste for less. ”

Donovan said in the statement: “I feel honoured and privileged to be the new face of Down Down at Coles.”

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