Coles, whose business is straining under demand for groceries during the pandemic, has added DDB and TBWA to help with customer communications.
The agencies, both part of Coles’ existing agency roster, will add to the bench strength of Ted Horton's agency Big Red .
Coles say the two will provide the bandwidth needed to manage Coles supermarkets’ core marketing activities.
The company has recruited more than 7000 people in two weeks to meet customer demand and is planning to hire another 5000.
DDB and TBWA have worked with Coles Financial Services since July 2019. Big Red’s relationship with Coles dates back to 2010.
“Big Red have been an amazing support for us, and their understanding of who we are has really helped us to reach out to customers at a time of tremendous uncertainty," says Coles CMO Lisa Ronson.
"Their ongoing counsel coupled with the added resources of DDB and TBWA assures me that our in-house teams have the support they need, so they can fulfil our ambition to sustainably feed all Australians at this difficult time.”
DDB Group CEO Andrew Little: “We’re greatly looking forward to working with both the Coles Supermarkets and Big Red teams to help keep customers informed on how Coles is working to meet their needs.”
Ted Horton, CEO of Big Red: “We understand the massive impact that COVID-19 has had on the Australian public, and the critical role that Coles plays in supporting Australians. We look forward to continuing to guide and support the Coles marketing team to communicate with their customers across the nation.”
TBWA Melbourne CEO, Kimberly Wells: “In our work with the Coles Financial Services team we’ve seen just how influential the Coles brand is in our community. We are grateful for this opportunity to help them continue meeting the market in a positive way at such a critical time.”
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