Coles launches Christmas campaign with Heston Blumenthal
Coles will begin its Christmas advertising blitz tonight, with celebrity chef Heston Blumenthal’s first TV ad for the supermarket brand.
The campaign follows the success of last year’s Christmas range created by Blumenthal and this year he features in the ad presenting his hidden orange Christmas pudding.
Blumenthal has also signed a multi-year deal with Coles to create exclusive products for the supermarket chain all year-round.
Simon McDowell, chief marketing officer at Coles, told Mumbrella the campaign was launching early this year following the success of last year’s campaign that saw products flying off the shelves and caused spats between shoppers.
McDowell said: “The success we had last year with Heston was just absolutely massive so we’re doing it again this year and we’re going for the first time to have Heston on national television for Coles which we haven’t done before.
“That airs today and I think will create an absolute storm in Australia because he’s so famous and the products are so good.
“Also very exciting for us is what we’re going to do with him for the next few years. The Heston effect is up there with the MasterChef effect and to have Coles associated I think is fantastic for our customers and fantastic for our brand.”
Blumenthal also created a high-end food range for British supermarket Waitrose including the Hidden Orange Pudding that has been selling out for three years in a row, and were sold on ebay for as much as 250 GBP in the run up to Christmas last year.
The chef adds treats such as ‘hidden sauce figgy pudding’ and ‘mince pies with pine sugar dusting’ to the Coles range this year, available in supermarkets from November 25.
Blumenthal’s wider product range will be available exclusively at Coles’ after Christmas.
The ad was created by Ted Horton’s Big Red.
Megan Reynolds
More Poms…. let the vitriol commence.
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Looks like a Waitrose packet on the table?
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Oops I commented too soon. It is.
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Won’t last?
Boxes of his pine scented mince pies from last year were in $2 bins at Coles up until March
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I love christmas
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Is this the same distribution deal for his Waitrose products we saw last year (with the mince pies etc)? Big difference between on selling already made products for a UK chain and making things specific for this market.
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Christmas pudding … consider me sold!
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They couldn’t even cover up the Waitrose logo in post? Shoddy.
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Well look, at least oranges down under are in season at Christmas time.
The Waitrose thing? It wont matter, because this will only be seen down under where they wont get it anyway. “Exclusive to Coles” means exclusive down under, because they don’t have Waitrose down there.
Even Heston has to induce himself at the head, so they know who he is down under.
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Tried this last year, heaven on a plate, ahve already bought mine for this year!
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The mince pies were pretty awesome though – got some last year and loved them
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Candied orange filled puddings are absolutely beautiful. Amazingly delicious taste. Can’t wait to get mine/. Yummo.
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Very sad 2 find that u use palm oil in your cooking…………… : (
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Well I bought a Heston Christmas Pud and was eagerly awaiting Christmas to partake of same then I mistakenly looked at the ingredients and was shocked and really pissed off when I saw that you use Palm Oil, its got to go back, full refund and great disappointment. I’m sure Heston wouldn’t use Palm Oil in his Restaurants or in any of his famous Television Fantastic Food, many other things as I have watched, so why do you think that the great Australian Public should have to put up with unethical products. Shame on Coles and Heston. Jamie Oliver is going to Woollies and at least he claims to be ethical, we will wait and see.
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Hello. As of 3 November unable to get a Christmas Pudding as they are sold out and no further supplies coming in. Are you aware of anywhere that has the orange Christmas Pudding in stock or can I get one on-line.
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Where can I buy the Helston Blumental mince pies and puddings at Coles in the Illawarra.
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