A random hug from an unknown person summed up a significant change in the way people view Coles, according to Coles CEO Steve Cain and CMO Lisa Ronson.
“We really got repositioned by our customers during COVID,” they told the AANA’s RESET conference.
Lisa Ronson and her husband were out shopping looking for furniture, having recently arrived in Melbourne from Sydney.
“I have my Coles uniform and I walk into the store -- and it was when people were fighting over toilet paper and there's some ugly behaviour going on.
“Our friends at some of the other supermarkets are saying, ‘Please be nice to our staff.’
“Anyway, I walked into this furniture store and a woman burst into tears and she said, ‘Can I hug you?’.”
The story illustrates how Coles repositioned during the coronavirus crisis.
“People during COVID were looking at us as an essential part of the community,” says Ronson.
“We became more than just a supermarket.”
Coles, whose business was straining under demand for groceries during the pandemic, added DDB and TBWA to help with customer communications.
The agencies, both part of Coles’ existing agency roster, added to the bench strength of Ted Horton's agency Big Red. DDB and TBWA have worked with Coles Financial Services since July 2019. Big Red’s relationship with Coles dates back to 2010.
Coles positioned with the slogan Value the Australian Way. Every person in the following commercial is a real Australian
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.