Coles partners with KitchenAid in latest marketing push

In its latest marketing push, Coles has partnered with Australian cookware brand, KitchenAid, with its latest collectible program rewarding customers with a premium collection of stylish matte black stoneware and cast iron cookware designed to go straight from the oven to serving on the table.

From Wednesday 2 March, Coles customers will be able to earn credits by scanning their Flybuys card when they spend $20 or more in one transaction at Coles and Coles Online. 

Once customers have enough credits, they can redeem the KitchenAid Ovenware in store and online.

Coles’ customer research suggests the rise of home cooking and entertaining is showing no signs of slowing down, with demand for cookware and bakeware at Coles still growing at an annualised rate of 35% after almost two years in which Australians have found themselves cooking at home more than ever before.

Coles chief marketing officer, Lisa Ronson, said Coles wants to provide customers with more value at the checkout and help make premium kitchen products more accessible to all Australians.

“We know Australians are real foodies and love entertaining so we are delighted to partner with such an iconic and sought-after brand like KitchenAid to reward our customers with something really special that they can only get at Coles,” Ronson said.

“Our MasterChef knives and cookware programs were our most popular loyalty programs so far, with the highest participation rate across Australian households. We’ve seen an increase of up to 20% in customer satisfaction each time we run these collectable campaigns, so we know our customers are loving the opportunity to top up their kitchens with excellent quality cookware and utensils that are built to last.

“To help customers get their hands on these items faster we’re again allowing them to redeem their points for half the cost of an item and simply pay for the other half, as well as joining forces with 37 household brands to offer bonus credits in order to help increase the accessibility of the program to those who may not spend as much on their weekly shop.”

Coles chef ambassador, Courtney Roulston, has joined Coles to help demonstrate the importance of having premium quality cookware more accessible to home cooks across the country.

“The new KitchenAid range is not only really practical for a wide variety of cooking styles, but it looks stylish too – making it perfect for going straight from the oven to serving on the dinner table,” Roulston said.

“The range is versatile with many pieces being multi-functional to cook, serve, transport and store a wide variety of cuisines in. It’s hard to pick just one, but my favourite piece is the KitchenAid cast iron casserole pot. Every kitchen needs a durable pot like this that is ideal for soups, curries, big family roasts, braised dishes, casseroles – all the slower cooked comfort meals we all love to cook during the cooler months. It’s also heavy duty, making it ideal for those who have spent their lockdowns perfecting homemade sourdough.

“KitchenAid is a well-known and much-loved brand with Australian families, and I think this is a fantastic partnership to help more Australians get their hands on premium ovenware. It’s an easy and effective way of building your kitchen collection or perhaps upgrading it simply by doing your weekly shop at Coles.”


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