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.

From spending years forming close relationships with Aussie cattle farmers, to partnering with French master baker Laurent Boillon, to braving the bees and sheep, the spot shows team members ensuring products are of top quality before hitting Coles’ shelves.

It shows the ‘positive Aussie spirit and passion’ of Coles team members and suppliers, even when having to endure gaggles of angry geese, early mornings or torrential rain.

Head of brand and media at Coles, Bianca Mundy, said: “We know Australians are experiencing household budget pressures with rising costs of living, and more and more Aussies are looking to Coles for great value, and great quality food to feed their families.

“This campaign puts a spotlight on the idea that behind even the most normal-looking apple or cut of meat, there is an extraordinary ambition and passion from the Coles team to create this high-quality food. The same food that goes in customers’ baskets every time they shop at Coles,” she continued.

Smith St group ECD, Psembi Kinstan, said Coles has a unique passion and energy, and the campaign aims to emulate this.

“They take their job seriously to get the very best food in Australia. But they don’t take themselves seriously. What all Australians will start to feel from Coles is this unwavering enthusiasm, fun, and cheekiness,” he said.

Group creative partner at Smith St, James Cowie, added: “There are incredible stories that sit behind the delicious food you buy at Coles. Now you can discover these stories everywhere from the shelf to your TikTok feed.”

The campaign is supported through multiple media touchpoints and Coles-owned channels, including the Coles Magazine, Coles Radio and on


Client: Coles

General manager – brand, digital and media: Kate Bailey

Head of brand, content & media: Bianca Mundy

Media manager: Sally Mann

Senior marketing manager: John Blaskett

Senior marketing manager: Patrick Breen

Marketing manager: Kailah Symons

Social media manager: Elle Gardiner

Senior insights manager: Alannah McColl

Content & planning manager: Chelsea Quilty

Agency: Smith St

Chief client officer: Piers Bebbington

Chief creative officer: Stephen de Wolf

Group executive creative director: Psembi Kinstan

Group creative partner: James Cowie

Senior art director: Lisa Dupre

Art director: Phoenix Santamaria

Copywriter: Rory Moore

Head of production: Sonia McLaverty

Head of planning: Matt Pearce

Planning director: Age Conte

Managing partner: Katie Firth

Engagement lead: Alana Spadaro

Engagement director: Sarah Murphy

Project manager: Sophie Turk

Social content creative: Charlotte Funnell

Social strategist: Rosie Chong

Audience strategist: Ross Dougall

Audience lead: Jasmine Poole

Audience director: Caroline Herring

Audience manager: Aria Koudounis

Social editor: Alex Debely

Designers: Stefan Elias & Ciaran Carlisle

Digital designer: Petar Zivkovic


Production company: MOFA

Director: Nick Kelly

Executive producer: Claire Perkins

Producer: Niko Aulich


Sound: Rumble Studios


Production company: Photoplay

Photographer: Chris Budgeon

Content agency: Medium Rare


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