Coles takes fresh food battle to Woolworths as supermarket marketing war goes on
Coles has cranked up the marketing battle with Woolworths by muscling in on the fresh food battleground once ruled by its competitor.
Creative agency Big Red is behind a TV campaign called Coles Fresh which shows brand ambassador Curtis Stone promoting the freshness of its product.
https://www.youtube.com/watch?v=hj4ZNEJa6Aw&feature=youtu.be
The positioning mirrors that of Woolworths which for years marketed itself as ‘Woolworth, the Fresh Food People’.
Droga5 tinkered with the strapline after winning the Woollies account in 2012 but Leo’s then returned to the ‘We’re Woolworths the Fresh Food People’ jingle and branding last August. However, Cheap Cheap has continued to form the central pillar of its marketing.
Coles said its campaign features local growers and team members from Mildura in the Sunraysia Region of Victorian and aims to “showcase the great quality Australian fresh produce available from Coles”.
“Customers tell us that the quality of our fresh food really matters to them and we’ve worked closely with our farmers and growers across Australia to look at the way our products are grown, harvested and prepared,” a spokesman said.
“Together with Curtis Stone, our Fresh Advisor and Ambassador, our teams have rejuvenated our offer and developed fantastic new products we hope our customers will love.
“Coles Fresh is all about delivering the best possible products to our customers every single day which has been a part of our strategy since the beginning.”
Credits:
Creative Agency: Big Red
Media Agency: UM
Design Agency: Whippet
Nobody wants to see their supermarket singing. It’s like a bank singing. Which supermarket gained the most market share in the past two years?
Aldi. No singing, good ads.
User ID not verified.
“Coles Fresh is all about delivering the best possible products to our customers every single day which has been a part of our strategy since the beginning.”
Really? Well that is reassuring. So that baked-in-store bread pre-baked on the other side of the world and the cold-storage-ed, flavour and texture diminished fruit and veg are innovations to achieve this.
User ID not verified.
That song makes my ears sad.
User ID not verified.
Stale. Not fresh.
User ID not verified.
I agree with FFS and I say if Coles thinks the majority its of “Fresh” Fruit & Vegetables” are fresh…then they should have a very hard look at themselves.
Aged shelf-life and WILT masked by crates of ice…is the order of the day and they know it.
User ID not verified.
So much for differentiation.
User ID not verified.
@FFS that’s the ‘inverted advertising rule’ (rule made up just now)
invert the message contained in any ad and you get the real picture.
User ID not verified.
I’m with you, this needs a whole article on the inverted advertising rule: when insurance companies tailor their insurance to you and there’s only one policy; easy to apply for and the form is 20 pages long; and of course ‘fresh’ where the product was grown in Egyptian faeces on the banks of the Nile, flown here, sliced diced and packaged and sold as proudly Australian.
The inverted advertising rule proves itself again and again….
User ID not verified.
And their RSPCA approved chicken claims, don’t mean much – just playing on peoples ignorance about chicken farming. http://www.makeitpossible.com/.....labels.php
User ID not verified.
Didn’t think they could use the word fresh
User ID not verified.
Looks like the sort of ad I would expect to see on my VCR recordings of neighbours circa 1995.
User ID not verified.
Sadly crap advertising/marketing works. Blame the consumer. “Down Down” was a roaring success and most people think Coles is actually cheaper than Woolworths when most basket data i have seen says otherwise. Its clever really. While Woolworths are running around trying desperately to drive home a value message (which Coles already succeeded in doing) Coles will chip away and under-ride their core brand identity that in part kept them on top all this time. If history is anything to go buy they will use repetition to create the perception shift, and it will work. I hope not, but suspect it might.
User ID not verified.
I would love to see “she just Coles Freshed it” become a common saying for when someone serves up a shit meal.
User ID not verified.