Coles champions family, sustainability and the little things in ‘Value the Australian Way’ campaign

Coles has relied on the power of family, friendship and valuing the little things in its new brand positioning ‘Value the Australian Way’.

A new muilti-channel TVC is set to a reimagining of a Missy Higgins track with Dingo Spender and the current lead singer of Yothu Yindi, Yirrŋa Yunupiŋu. The original track was written by Stephen Pigram and featured in the film Brand Nue Dae.

The campaign still features Coles ambassador Curtis Stone, but pushes authenticity and inclusion with a wide cast of everyday Australians, not actors. As part of the positioning, Coles undertook an Australian Kitchen Census to find what Australians value most in the kitchen and their approach to shopping and eating.

The campaign was created by DDB Australia and directed by Justin Kurzel. The ad is centred around the song ‘Feel Like Going Back Home’, recorded for the campaign as a collaboration between the original artist, Higgins, Spender and Yunupiŋu.

Coles CMO Lisa Ronson said the campaign was meant to reflect the long history of the supermarket chain and reflect the needs and wants of Australians in 2020.

“As one of the first supermarket brands in the country, Coles has been at the heart of Australian society since 1914. Our purpose is to sustainably feed all Australians, so we understand the integral role food plays in our lives – and when it comes to how we shop, cook and eat, our new campaign Value the Australian Way celebrates our past and future,” said Ronson.

“We know providing value through our trusted Down Down and everyday low prices is more important today than it’s ever been, and so is listening to what Australians value in their lives. Our research shows Australians cherish sharing a meal with friends and family and they want to support Aussie farmers, food producers and their local community.

At Coles, we’re committed to helping our farmers and fishermen produce ethical and sustainable food for all Australians so we can continue to be a part of Australians lives for many more centuries to come.

“Our new campaign tells the story of Coles’ legacy while also contemporising its role in society, serving customers and the wider community each day. We’re incredibly proud of the work and thank DDB Australia, Big Red, OMD and Mango for helping us achieve our ambitions,” Ronson said.

DDB Australia chief creative officer Ben Welsh said: “We are incredibly excited to be a part of the next chapter for Coles. Despite facing many hurdles this year, Australians are an optimistic, down-to-earth, authentic bunch, which is why we decided to feature real families enjoying small moments of human connection centred around food. The music, paying homage to Australia’s rich cultural history, makes this campaign even more special.”

Missy Higgins said this was the first time she has been part of an ad campaign because it was supporting Indigenous artists.

“It’s been a tough year for lots of Aussies, so I love the optimistic feel of this new campaign. It’s great to see how diverse and inclusive it is. It’s also great to see Coles backing great Indigenous Australian talents like Stephen Pigram, who wrote this tune and Yirrŋa Yunupiŋu with whom I dueted on the track,” said Missy Higgins.

As part of the fully integrated launch, spanning TVC, social, radio, earned media, website and instore, a simple new logo will be applied to all Coles Supermarkets touchpoints moving forward.

Client: Coles
Lisa Ronson – Chief Marketing Officer
Michael Laxton – GM, Brand, Digital & Design
Kate Bailey – GM, Media, Sponsorships & Events
Bianca Mundy – Head of Brand & Content
Patrick Breen – Senior Marketing Manager
Sally Mann – Media Manager
Geoff Turner – Head of Group Marketing Research and Insights
Martine Alpins – Senior Communications Manager
Creative Agency: DDB Australia
Andrew Little – Chief Executive Officer
Priya Patel – Managing Director
Leif Stromnes – MD, Strategy & Innovation
Dom Hickey – Head of Planning
Ben Welsh – Chief Creative Officer
Noah Regan – Head of Art
Tim Woolford – Creative Partner
Tommy Cehak – Creative Partner
Topher Jones – Managing Partner
Katie Franklin – Business Director
Sarah Cox – Senior Business Manager
Renata Barbosa – Head of Integrated Content
Tash Johnson – Lead Senior Broadcast Producer
Cushla Morton – Senior Print Producer
Media Agency: OMD
PR Agency: Mango Communications
Research and Corporate Strategy: Thinkerbell
TV Production
Production Company: Revolver/Will O’Rourke
Director – Justin Kurzel
Managing Director/Co-Owner – Michael Ritchie
Executive Producer/Partner – Pip Smart
Producer – Serena Paull
Director of Photography – Lachlan Milne
Editor: Alexandre de Franceschi @ The Editors
Post Production: Heckler
Colourist – Olivier Fontenay
Online – Jonathan Hairman
Music: Feel Like Going Back Home
Recording: Missy Higgins, Yirrŋa Yunupiŋu, Dingo Spender
Songwriter: Steven Pigram (Universal Music Publishing)
Music Supervision: Level Two Music (Karl Richter, Marcus Brooke-Smith, Hugh Owens)
Audio Post: Sonar Music
Engineer: Timothy Bridge
Casting: Natalie Jane Harvey @ Citizen Jane
Stills Production
Photographer: Ben Baker
Producer: Chris Hemmings @ Still Rep


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