Coles goes after budget-conscious consumers in ‘What’s for Dinner’ campaign

With household budgets tightening due to the economic impacts of COVID-19, Coles is positioning itself as the place for Australians to find cheap, easy recipes to feed their families as part of its ‘What’s for Dinner’ campaign.

Chief marketing officer, Lisa Ronson, said Coles was committed to helping Australians live healthier, happier lives.

“We have conducted a study into the mealtime habits of Australians during COVID-19 to really understand how we can help them during this increasingly stressful time when they are spending more time at home with loved ones,” Ronson said.

Coles’ study of more than 3,000 customers found that during the pandemic 600,000 extra dinners are being made at home each day.

20 new recipes are being released in this month’s Coles Magazine, which use no more than five ingredients, take 30 minutes or less, and cost between $4 and $9 a serve.

In formulating the recipes, the ingredients were selected based on the value they deliver to consumers.

Recipes include a chickpea korma curry, 15-minute turkey san choy bow and satay chicken stir fry. The recipes were trialled by over 4,000 customers ahead of the campaign’s launch.

Ronson said the campaign reflects the needs of the brand’s consumers at the moment.

“We are committed to creating meal solutions that inspire our customers and are based on their current needs in the kitchen. We know that our customers are looking for great value more than ever before and they are spending more time at home preparing meals.

“This What’s for Dinner campaign reflects the needs of our customers and provides them with tools to plan healthy meals across the week, using quality ingredients that are affordable too.”

Earlier this year, Coles added DDB and TBWA to its supermarkets creative roster, joining lead agency Big Red.


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