Coles kicks off Curtis Stone Christmas push

Coles has unveiled the next stage of its Christmas campaign with chef Curtis Stone promoting the supermarket’s premium Coles Finest range.

The ads showcase the produce on offer this season including traditional Christmas favourites such as ham and turkey.

The launch comes a day after Woolworths launched its Jamie Oliver-fronted Christmas campaign.

Coles kicked off its Christmas campaign in October with an ad featuring celebrity chef Heston Blumenthal promoting his hidden orange Christmas pudding.

Coles marketing and store development director Simon McDowell told Mumbrella: “We’ve been working with Curtis for over four  years now, he’s absolutely synonymous with Coles and we’re synonymous with him. It’s very logical for us to yet again link Curtis with our fresh food and all our products at Christmas time.”

“Christmas is a big trading time for all of retail and certainly food retail is no exception. It’s important for us because it’s very important for our customers.

The Coles website hosts supporting Christmas content, including Christmas recipes and gift ideas. The website also hosts an interactive panorama which allows users to click on the images of food which links back to the Coles shopping online site to allow users to buy the right ingredients.

Coles partnered with digital application Shazam to offer customers this content.

On Coles’ approach to Christmas advertising McDowell told Mumbrella: “We’ve got lots planned to hopefully delight our customers in the most compelling, engaging and unique ways we possibly can.”

He declined to discuss any plans to use Status Quo, who have been used by Coles to promote its low price messaging.

On the strategy of using both Stone and Blumenthal in ads, McDowell said: “For us it’s the cherry on the cake. It’s quite different for us as that’s about Heston and Heston specific products which are very unique and very special. For us, Heston’s role is to give Aussie customers another but quite different reason to come to Coles.”

“We’ve actually got a two-pronged appraoch, Heston being his thing with special unique products and Curtis Stone doing his great quality, Aussie Christmas.”

Credits: Big Red, UM


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