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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Did he take a valium before doing this ad!? Why is he talking so slowly!! Jamie Oliver’s Woolworths ad wins hands down!
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Not drugs, just overacting in an attempt to sound sincere and inviting.
Er..didn’t work !
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Sounds like he has been getting voice over lessons from Nigella Lawson. Not inviting at all … I’m a Coles shopper but I’m going to Woolworths for my Christmas hamper.
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I’m going to Aldi – for canned ham, 99 cent Merlot and a telescope.
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Trying too hard…all Curtis had to do was be his natural self and leave the bullshit schmooze to the jolly pom who really does not know Aussie cooking styles!
Why buy from a pom spruiking OZ when you can believe an Aussie selling Aussie produce….
Opportunity lost.
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Hahaha that should have aired past midnight to fit into those ‘call me…now’ ads.
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that was just Curtis Stone having an orgasm for 45″
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I may not shop at Coles this Christmas but having Curtis talk in that slow, sexy voice ensures that I will have a pretty hot summer. Yeah baby!
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Yes he is Australian, Yes he is talking in a forced manner, I doubt that it is down to voice over lessons, sounds more like over direction by a third party to me, but I may be mistaken.
That ham looks surprisingly like the one Jamie Oliver was basting and carving (the wrong way as it happens) in his hyped up message to camera.
I reckon they should get Curtis to redo in his naturally attractive voice and it would be a clear winner in my book.
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Curtis Stone is Guy Smiley: http://cheezburger.com/7900103936
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Talk about Christmas ham. The irony is 17% more delicious than the food, and in this year’s seasonal smackdown victory is hard to call. Jamie grates (if I hear him say “guys” one more time I’ll reach for a turkey batter filled with flaming brandy) and Curtis attempts to rohypnotise his way to an Xmas-rated turkey legover. Neither wins. Everyone else dies a little on the inside
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