Woolworths has Jamie Oliver cooking for dads as Coles pushes fresh produce with Curtis Stone

Coles and Woolworths have adopted contrasting styles with their celebrity chef ambassadors in their latest campaigns, with Woolies pushing the Father’s Day angle as its rivals continues with a ‘fresh’ approach.

The latest ad created by Leo Burnett for Woolies is aimed at consumers entertaining for their family on Sunday, with Oliver preparing a seemingly simple lamb roast for all the “amazing dads out there” this Father’s Day.

Video courtesy of Savvy Media Monitoring

Oliver doesn’t appear in the shorter, 15-second edit which instead has a focus on the variety and reasonable pricing of pork at Woolworths. A woman is seen shopping in the meat section of the supermarket and chatting to an employee who talks her through the selection.

Video courtesy of Savvy Media Monitoring

This campaign is a continuation of the TVCs that debuted on screens last week, featuring an easy chicken recipe by Oliver and RSPCA approved chicken on special. Woolworths reinforce the “try something new this Spring” message again, urging consumers to go in store to get Oliver’s recipes or online for more content.

Coles meanwhile has ignored dads and rolled out three spots featuring its ambassador Curtis Stone spruiking chicken a drumsticks offer and its fresh fruit and vegetables as we enter springtime, using the recently adopted ‘Coles Fresh’ tune.

In the first spot he plugs the ‘down down’ price of chicken drumsticks by preparing a chicken dish with a family:

Video courtesy of Savvy Media Monitoring

Another spot has Stone in a field to spruik its fresh avocados:

Video courtesy of Savvy Media Monitoring

While the same field also seems to produce strawberries:

Video courtesy of Savvy Media Monitoring

Coles’ agency of record is Big Red.

Danielle Sen


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