Coles partners with the Heart Foundation to make healthy living easier

In its latest marketing push, Coles will be rewarding shoppers this month who make healthier options in-store with 28 days of deals and Flybuys points.

The promotion will also be supported by a host of new content, recipes approved by the Heart Foundation and fitness tips offered by Australia’s best athletes, including Olympic gold medalist, Sally Pearson.

It also marks the expansion of Coles’ partnership with the Heart Foundation, which kicked off in September last year with the launch of the Coles Health Hub in-stores that gives customers access to information on heart disease, recipes and tips on nutrition and exercise.

Coles Healthier Living kicks off today

Chief marketing officer, Lisa Ronson, said healthy living has never been more important and the new campaign reaffirms Coles’ mission to make it easier for families to eat well.

“Coles Healthier Living seeks to make caring for health and wellbeing easier for our customers and provide incentives and daily tips and tricks to help Australians look after themselves and their families,” Ronson said.

“Over the past year we have undertaken one of our biggest surveys into how our Australians feel about health and wellbeing including factors such as diet, physical exercise, mental wellbeing and financial security. The findings have helped us create meaningful ways for Australians to build health and wellbeing into their everyday lives such as when they shop, cook and engage in physical and social activities like entertaining and exercise.”

Research from Coles and the Heart Foundation found that a third of Australians rated their health and wellbeing as poor, and that most were falling short on meeting the recommended intake of fruit, grains, dairy and legumes despite 61% considering their diet to be healthy.

Responding to the finding that less than 1 in 2 Australians feel financially secure, the Healthier Living initiative will make fresh food more accessible to customers.

“At Coles, we have taken significant steps to expand our health offering by increasing our focus on fresh food, removing artificial colours and flavours and introducing new affordable healthy meal solutions and product ranges such as Wellness Road,” Ronson added.

“Combined with the important partnerships we have established with the Heart Foundation, AFL and AFLW, Little Athletics, Stephanie Alexander Kitchen Garden Foundation and the Resilience Project, we want to be a destination for health and live our purpose to sustainably feed all Australians and help them live healthier and happier lives.”

Three in five Australians are eating more discretionary food than recommended while only 45% regularly take part in vigorous exercise. Heart Foundation Group CEO, John Kelly, explained that even small shortfalls in diet and exercise can lead to an increase in risk for heart disease.

“COVID boosted people’s interest in cooking at home. Through our heart-healthy recipes, we’re offering 28 days of easy, tasty meal ideas and tips as a positive way to support people’s health and wellbeing,” Kelly said.

“Evidence shows a poor diet can lead to an increase in several risk factors for heart disease, like being overweight, high blood pressure and high cholesterol. Heart disease is the single leading cause of death in Australia.

“The good news is that adding more fresh vegetables, fruit, wholegrains and healthy proteins like fish, beans or smaller amounts of lean animal products to your plate are some of the best ways to support your heart. Healthy eating is a pattern over time and making some simple changes can help people live well for longer.”

Coles Healthier Living kicks off today, with the first ten days of deals including:

  • Feb 10 – 50% off Wellness Road Range + Double Flybuys points
  • Feb 11 – 50% off all Coles Gluten Free Bakery Products
  • Feb 12 – 10 x Flybuys points on selected Olive Oils
  • Feb 13 – $10 off your online shop when you spend $150 or more
  • Feb 14 – 20% of all Weetbix and Red Tractor Range
  • Feb 15 – 10 x Flybuys points on 5 star lean mince

Last year, Coles announced that it would no longer be delivering catalogues to mailboxes and instead would be introducing a new digital experience, Coles&co, which would offer consumers the weekly specials alongside exclusive content, such as recipes and seasonal product information.

The year also saw the launch of Coles’ brand platform ‘Value the Australian Way’ with a campaign from the then recently-appointed DDB.

The Heart Foundation is currently on the hunt for a new chief marketing officer, following the resignation of Chris Taylor at the end of last year.


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