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 coles.com.au.
Credits:
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
Film:
Production company: MOFA
Director: Nick Kelly
Executive producer: Claire Perkins
Producer: Niko Aulich
Post: ARC EDIT
Sound: Rumble Studios
Photography:
Production company: Photoplay
Photographer: Chris Budgeon
Content agency: Medium Rare
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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This will definitely make me drive 20 minutes past the closest Woolies to shop at Coles instead.
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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.
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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.
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Don’t worry Tim, we’re on it.
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Looks great! I wonder what it would cost to create a commercial like this?
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I’d assume a lot considering the hundred people it took to come up with it.
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