Coles champions product quality in latest campaign via Smith St
Coles is going to great lengths in its latest spot, showcasing the effort team members and suppliers go through to provide quality products for Aussies, via bespoke agency, Smith St.
The ‘Great Lengths for Quality’ campaign spreads across Coles’ fresh meat, produce, bakery and own brand products.
This will definitely make me drive 20 minutes past the closest Woolies to shop at Coles instead.
Definitely moves the ball forward.
Not a bad way to take on Fresh Food People. And good to see a value play that is about quality not price. Big win. Also agree that dropping Value the Australian Way is an advance…
Like the tone with a bit of humour.
BUT: is there an over-arching Coles brand platform – is this it? A variety of platforms? What about, for example, Together to Zero? Does it really add value to say in the end frame that you can buy online?
AND: The brand identity is SO basic and functional. Single-mindedly red, which might be enough over time to drive attribution in context of food, but brings little in terms of expression of character or quality. Woolies still ahead on codes, including sound signature and patterns that are more expressive.
Don’t worry Tim, we’re on it.
Sure… more advertising… or… maybe it’s time to dial back the (presumably conscious?) decision made about 20 years ago to design their stores like Soviet era supermarkets with fluorescent hospital lighting? Macintosh-plastic greys and dental whites with a blood-red accent? So warm and inviting.
Looks great! I wonder what it would cost to create a commercial like this?
I’d assume a lot considering the hundred people it took to come up with it.