Magical elves take centre stage in Coles’ Christmas campaign for 2024
This is part of Mumbrella’s 2024 Christmas campaign coverage. Click here to see other articles in the series.
Coles has released its 2024 Christmas campaign featuring magical elves eager to make Australians’ holiday meals as delicious as possible, via Smith St (part of DDB Group Melbourne).
The supermarket giant’s latest holiday platform uses a 45-second spot that sees a young boy ask his grandfather a question about their gathering’s ham. The grandfather then explains that the elves – Coles employees – are the answer to the boy’s question.
The film goes further to show the elves in different settings, demonstrating their expertise in procuring the best ingredients from Coles’ “network of dedicated Aussie farmers, growers and suppliers” to ensure that peoples’ Christmases have the best food.
“Christmas is all about sharing delicious food together with the people you love. It’s great to be able to spread a little magic on the occasion,” said Smith St chief creative officer, Psembi Kinstan.
The campaign leverages a vast number of touchpoints on different channels, such as earned, owned and paid media, as well as in-store.
At the same time, its messaging revolves around “the quality and value of Christmas centrepieces”, citing the supermarket’s seafood products, desserts, mangoes and hams.
“Christmas is a time of magic, joy and coming together with family and friends but we know it can also be a busy and stressful period for customers,” added Coles’ head of brand, media and content, Bianca Mundy.
“This Christmas, Coles is helping Aussies deliver a delicious Christmas with an exciting range of easy and affordable products for every table.”
Credits
Agency: Smith St
Client: Coles
Chief Customer Officer: Amanda McVay
General Manager – Brand, Digital and Media: Kate Bailey
Head of Brand, Content & Media: Bianca Mundy
Head of Performance & eCommerce Marketing: Lauren Shepherd
Senior Marketing Manager: Jessica Mitchell
Senior Marketing Manager: Patrick Breen
Marketing Manager: Brinley Ryder
Media Manager: Stephanie Krstevski
Marketing Manager eCommerce: Rhys Portbury
Social Media Manager: Elle Gardiner
Content & Audience Manager: Caitlyn Shiel
Content Coordinator: Sarah Wearne
Senior Insights Manager: Alannah McColl
Customer Insights Manager: Phoebe Chapman
Production Company: The Producers
Director: Matt Kamen
DOP: Crighton Bone
Producers: Noelle Jones, Georgia Rankin
Post Production: Arc Edit
Offline Edit: Graham Pereira
Online Edit: Eugene Richards
Sound: Bang Bang Studios – Sam Hopgood
Music Master: LevelTwo
Photography: Jesper Nielsen
Content Agency: Medium Rare
Claire Bradley: General Manager of Coles Group
Sarah Bush: Head of Content Strategy & Insights
Aimee Chappell: Social Lead
Jacqui Kwong: Editor
Sarah Geelan: Deputy Editor
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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topics
Bianca Mundy
Christmas ad
Christmas campaign
Christmas24
Coles
DDB Group Melbourne
Psembi Kinstan
Smith St
