Dawn French reprises role as face of Flybuys in campaign to launch Velocity deal

Coles has brought back British comedienne Dawn French in a campaign to mark the launch of a partnership between Flybuys and Virgin Australia’s Velocity Frequent Flyer scheme.

Ad courtesy of Savvy Media Monitoring

French last appeared in a Flybuys TV ad for Coles in 2012 when the supermarket revamped its loyalty program.

In a new TV spot that mirrors the style of the ads four years ago, the star of French and Saunders and The Vicar of Dibley is seen on the shop floor frantically alerting shoppers’ of the ability to turn Flybuys points into Velocity points.

The Big Red agency is Coles creative agency of record.

Coles claimed its customers still associate French with Flybuys despite the four-year gap between” appearances.

“Dawn French helped Coles launch our reinvigorated flybuys program in 2012 with really positive feedback from our customers about her warm and fun personality,” a spokesperson said.

Customers still tell us they associate Dawn French with flybuys and as we launch one of the biggest flybuys partnerships to date with Velocity Frequent Flyer, it made sense to have Dawn be a part of this special program.”

The agreement ramps up the supermarket loyalty battleground with Coles’ Velocity deal going head to head with Woolworths’ partnership with Qantas.

Velocity chief executive Karl Schuster claimed the deal with FlyBuys heralds the “most compelling proposition between an Australian frequent flyer program and supermarket group”.

In August, Woolworths backtracked on a plan to drop Qantas from its loyalty scheme following an outcry from customers.


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