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.

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.”


Creative Agency: Big Red

Media Agency: UM

Design Agency: Whippet


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