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
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.
“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.
That song makes my ears sad.
Stale. Not fresh.
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.
So much for differentiation.
@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.
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….
And their RSPCA approved chicken claims, don’t mean much – just playing on peoples ignorance about chicken farming. http://www.makeitpossible.com/.....labels.php
Didn’t think they could use the word fresh
Looks like the sort of ad I would expect to see on my VCR recordings of neighbours circa 1995.
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.
I would love to see “she just Coles Freshed it” become a common saying for when someone serves up a shit meal.