Coles extends quality brand platform, launches Christmas spots

This is part of Mumbrella’s 2023 Christmas campaign coverage. Click here to see other articles in the series. 

Coles has extended its ‘Great Lengths for Quality’ brand platform for its 2023 Christmas campaign, launched today via its bespoke agency, Smith St.

The new campaign continues to champion Coles’ team members and its network of farmers, growers and suppliers, all in the pursuit of quality.

In the campaign, Coles playfully claims it always goes to great lengths to ensure quality, from sourcing Christmas puddings from the older pudding makers in the world, to picking every one of their strawberries by hand, to triple-smoking their own Christmas ham.

“Customers have been telling us that even in times of financial stress, with rising cost of living pressures and tighter household budgets, Christmas remains a special time to celebrate with friends and family,” said Bianca Mundy, head of brand and media at Coles.

“And it’s important to do that with great quality produce at a great price,” she continued. “And this Christmas season Coles has an exciting range of products to suit every occasion – ranging from easy entertaining solutions to Christmas Day centerpieces.”

Psembi Kinstan, ECD at Smith St, said: “Coles ‘Great lengths for quality’ has already proven to be a tremendously powerful idea, and we’re excited to release the next chapter to build on this platform – now with 100% more elves.”

DDB Melbourne’s creative partner, James Cowie, continued: “It’s great to bring a sense of Christmas fun to the ‘Great Lengths for Quality’ campaign. Sharing great food and a laugh at Christmas is what the season is all about.”

“‘Great Lengths’ comes to life through high engagement and attentive media that emphasises storytelling and builds appetite appeal across the Christmas season,” added Suzi Black, managing partner of media at Smith St.

“Underpinned by a consistent retail drum beat with efficient reach, maximising, relevance, demonstrating range and value to customers.

“Coles and Smith St are excited to have worked with a number of media partners to bring these ‘Great Length’ stories to life this Christmas,” she concluded.

The campaign is across hundreds of touchpoints in-store, as well as owned, paid and earned media.

Myer also launched its Christmas campaign this morning, championing the thought that counts, while Target, Salvos, rebel and Michael Hill Jeweller are among the brands who launched theirs over the past week.


Client: Coles
Chief customer officer: Amanda McVay
General manager – brand, digital and media: Kate Bailey
Head of brand, content & media: Bianca Mundy
Media manager: Sally Mann
Senior marketing manager: Renee Barton
Senior marketing manager: John Blaskett
Marketing manager: Kailah Symons
Growth marketing manager: Georgia Oliver
Social media manager: Elle Gardiner
Senior insights manager: Alannah McColl
Customer insights manager: Phoebe Chapman
Content coordinator: Sarah Wearne

Agency: Smith St
Managing director: Mike Napolitano
Chief creative officer: Stephen de Wolf
Group executive creative director: Psembi Kinstan
Group creative partner: James Cowie
Creative director: Rebecca Morris
Senior art director: Josh Brown
Senior copywriter Anneliese Sullivan
Chief operating officer: Tristian Alexander
Head of production: Sonia McLaverty
Head of planning: Matt Pearce
Managing partner: Marnie Mckenzie
Engagement director: Lucy Shearer
Engagement manager: Abigail Watts
Social content creative: Charlotte Funnell
Social videographer: Tom Marley
Social editor: Alex Debely
Senior digital designer: Petar Zivkovic
Designer: Ciaran Carlisle

Production company – MOFA

Casting – Studio P

Edit, grade and post – ARC Edit

Sound – Bang Bang

Music license – Rumble


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