Coles and an army of Elves launch ‘Great Lengths for quality this Christmas’ via Smith-St Melbourne

2 November 2023

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To make sure Australians have everything they need for a great Christmas.

Coles has teamed up with Smith-St and Santa Claus to launch its 2023 Christmas Season campaign.

The campaign builds on the success of the 'Great Lengths for Quality' campaign launched earlier this year and shows Coles team members working together with its network of dedicated farmers, growers and suppliers, all in the pursuit of quality.

From sourcing Christmas puddings from the oldest pudding makers in the world, to picking every one of its strawberries by hand so they meet quality standards before they hit the shelves - Coles goes to great lengths for quality to make sure Australians have everything they need for a great Christmas. 

The integrated campaign has hundreds of touchpoints across in-store, owned, paid, and earned media, focussing on the quality and price of key Christmas food items like Triple Smoked Christmas Hams, responsibly sourced seafood and desserts.

Bianca Mundy, head of brand and media at Coles, said that even in times of financial stress, with rising cost of living pressures and tighter household budgets, Christmas remains a special time to celebrate with friends and family.

"And it’s important to do that with great quality produce at a great price. And this Christmas season Coles has an exciting range of products to suit every occasion - ranging from easy entertaining solutions to Christmas Day centerpieces," she said.

Psembi Kinstan, ECD at Smith St, said Coles ‘Great lengths for Quality’ has already proven to be a tremendously powerful idea.

"We’re excited to release the next chapter to build on this platform (now with 100% more elves)," he said. 

DDB Group Melbourne creative partner, James Cowie, said it’s great to bring a sense of Christmas fun to the 'Great Lengths for Quality' campaign.

"Sharing great food and a laugh at Christmas is what the season is all about," said Cowie.

Suzi Black, managing partner of media at Smith St, said 'Great Lengths' comes to life through high engagement and attentive media that emphasises storytelling and builds appetite appeal across the Christmas season.

"Underpinned by a consistent retail drum beat with efficient reach, maximising, relevance, demonstrating range and value to customers," she said.

"Coles and Smith St are excited to have worked with a number of media partners to bring these Great Length stories to life this Christmas.”



Client: Coles

Chief Customer Officer: Amanda McVay

General Manager – Brand, Digital and Media: Kate Bailey

Head of Brand, Content & Media: Bianca Mundy

Media Manager: Sally Mann

Senior Marketing Manager: Renee Barton

Senior Marketing Manager: John Blaskett

Marketing Manager: Kailah Symons

Growth Marketing Manager: Georgia Oliver

Social Media Manager: Elle Gardiner

Senior Insights Manager: Alannah McColl

Customer Insights Manager: Phoebe Chapman

Content Coordinator: Sarah Wearne


Agency: Smith St

Managing Director: Mike Napolitano

Chief Creative Officer: Stephen de Wolf

Group Executive Creative Director: Psembi Kinstan

Group Creative Partner: James Cowie

Creative Director: Rebecca Morris

Senior Art Director: Josh Brown

Senior Copywriter Anneliese Sullivan

Chief Operating Officer: Tristian Alexander  

Head of Production: Sonia McLaverty

Head of Planning: Matt Pearce

Managing Partner: Marnie Mckenzie

Engagement Director: Lucy Shearer

Engagement Manager: Abigail Watts

Social Content Creative: Charlotte Funnell

Social Videographer: Tom Marley

Social Editor: Alex Debely

Senior Digital Designer: Petar Zivkovic

Designer: Ciaran Carlisle

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