Coles bags reality star Casey Donovan for 'reinvigorated' campaign

Pippa Chambers
By Pippa Chambers | 3 May 2017
Casey Donovan

Former Australian Idol and I'm a Celebrity...Get Me Out of Here winner Casey Donovan is now the new face and voice of Coles’ “reinvigorated” Down Down campaign.

Aimed at inspiring Australians to get Down Down to Coles for 'cheaper pasta and greater value', the TV spot drums it home that its San Remo products are a bargain. The advert was created by independent advertising agency Big Red.

Launched in 2010, Coles says its Down Down campaign has been synonymous with dropping prices and Donovan serves as that prime savings reminder.

Coles chief customer officer, Simon McDowell, says: “Casey is one of Australian’s favourite entertainers so she’s a perfect fit for her to lead our campaign and bring her unique sound and personality. We hope our customers will enjoy dancing Down Down our aisles while picking up lower prices.”

Coles was forced to pull back on its "I'm free" Easter advertising campaign last month after it sparked undesired and inappropriate comments towards staff. 

The TV spot saw employees waving an 'I'm Free' paddle, intending to advertise Coles opening extra checkouts over the Easter weekend. The paddles were then removed after complaints from staff and their family members who felt there were "sexual undertones" to the “I’m free” signs.

It's not the first time an Aussie supermarket has bagged a homegrown celebrity to sing along to its unique theme tune. In 2015 Woolworths launched its campaign, via Leo Burnett Sydney, featuring singer Samantha Jade.

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