Coles ads show how to make newspaper advertising work

There’s a cracking piece of newspaper advertising in today’s Sydney Daily Telegraph (and possibly the other News Ltd mastheads too). It will probably never win an award but it’s a great example of using the strengths of the medium to deliver on what is a really strong strategy.  

coles-recipe-adThe brand is Coles, and the idea is incredibly straightforward, yet very well done. Five cut-out recipes that allow you to feed four people for under ten bucks. it’s also backed by having the receipes on the Coles website.

It’s the kind of unglamorous, but hard-working advertising that more agencies should be aspiring to – particularly in the current environment. I’m not certain, but I think DDB Melbourne is behind it. I bet the product flies off the shelves.

DDB is also, I think, the agency behind the McDonald’s promotion that also appears in the paper – offering a free copy of the Tele with every Breakfast McValue Meal. That’s another one with a good strategy and winners from both sides.

Yesterday’s execution was strong and topical: “The good news is your Breakfast McValue Meal now includes a copy of the Daily Telegraph. The bad news is the cricket (unless you’re South African).”

Today’s was too confusing though: “The bad news is it’s not Friday yet”. At first read, I took it to mean that the offer is only available on Fridays. But that’s not what they mean.

But that aside, it’s good to see print advertising that’s created for newspapers, rather than as an adaptation from the TVC. Maybe papers have a future yet.


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