Coles encourages Aussies to spend Christmas at home in seasonal campaign via DDB Australia

Coles is anticipating that a million more Australians will spend time at home this Christmas, with its new seasonal campaign tapping into the diversity of food-based celebrations around the country.

So Coles and DDB Australia have extended the ‘Value the Australian way’ brand campaign to highlight a renewed appreciation for home-cooked meals in the lead-up to Christmas.

Coles launches its seasonal ‘Value the Australian way’ campaign

The multi-channel brand campaign, which includes 15, 30 and 60-second spots, was directed by Justin Kurzel and produced by creative agency Big Red, and showcases Christmas celebrations from a backyard BBQ to a picnic on the beach.

The clips aim to highlight Coles’ unique and easy to prepare Christmas range, and chief marketing office Lisa Ronson said Coles is making festive celebrations easy to hold at home after a challenging year.

“Our Christmas campaign perfectly encapsulates our new brand positioning, Value the Australian Way, for the holiday season showcasing what we’re looking forward to most this Christmas; the small moments of connection with our loved ones,” Ronson said.

“We are so inspired by our customers and this Christmas we want to pay tribute to them. Our campaign is all about the special moments that are created between family and friends when they come together to share food.

“These moments are what make Christmas Day and the whole holiday season so special for everyone and Coles is proud to help make these magical moments easier and more affordable for all Australians.”

The campaign features the song ‘Feel Like Going Back Home’ from the Aussie musical Bran Nu Dae, reimagined by musicians Missy Higgins, Dingo Spender and Yothu Yindi’s Yirrŋa Yunupiŋu.

DDB Australia chief creative officer Ben Welsh said the new campaign builds on the new Coles brand positioning ‘Value the Australian way‘, launched last month, and focuses on friends and family activities over Christmas.

“It’s no secret that the impact of COVID-19 has made it harder to read the sentiment of the nation and reflect the right tone, but by focusing on the simple moments that bring us together we touched on something we are all craving this Christmas, and that Coles delivers every day for its customers,” he said.

Coles continues to feature celebrity chef Curtis Stone in the campaign.


Creative: DDB Australia
Retail creative agency: Big Red
PR agency: Mango Communications
Media agency: OMD
Production Company: Revolver/Will O’Rourke
Editing: The Editors
Post-Production: Heckler
Music Supervision: Level Two
Audio Post: Sonar Music
Casting: Citizen Jane

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
Jess Mitchell – Marketing Manager
Sally Mann – Media Manager
Geoff Turner – Head of Group Marketing Research and Insights
Martine Alpins – National Media and Communications Manager


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