Coles makes Christmas 'magical' to thank Australians

By Paige Murphy | 6 November 2019

Coles has launched a magical campaign thanking Australians for allowing the supermarket to be part of Christmas for more than 100 years.

The new campaign takes Aussies on a nostalgic trip down memory lane focussing on what is truly important at Christmas time: family, friends, presents, food and fun.

Coles chief marketing officer Lisa Ronson says the campaign is designed to connect with customers in a meaningful way and allow them to reflect on all the things that make their Christmas magical.

“We really wanted to show an appreciation for those around us and thank the people who have let us be part of their Christmas for over 100 years,” Ronson says.

“The theme of this year’s campaign really aligns to our vision of becoming Australia’s most trusted retailer. Throughout the campaign, we want to pay tribute to the people who have made Christmas truly magical over the years, starting with our millions of customers.”


The campaign was created with agency Big Red and is launching with three advertisements.

The first is a 45-second brand ad which is focused on the ‘nostalgia’ of Christmas using historic footage of Aussie Christmas’ past and throwbacks to Coles advertisements throughout the years.

The soundtrack is the classic track from the cult TV show The Golden Girls 'Thank-you for being a friend' sung by Aussie kids and finishes with a heartfelt thank-you from Coles ambassador Curtis Stone.

A 30-second product ad is focused on inspiring customers and providing them solutions to solve their “what are we eating” problem.

It’s focussed on the new quality Own Brand products that set Coles apart this Christmas including fresh Aussie Prawn and Garlic skewers and the magical Chocolate Melting Dome pudding which are products that will make Coles the destination for convenience this Christmas.

A 15-second value ad highlights how Coles is lowering the cost of entertaining this Christmas and is the destination for the best value food and drink solutions.

The Christmas season is a key period for Supermarkets, with Aldi also releasing its campaign earlier this week.

According to Nielsen Ad Intel data, 22% of Australian supermarket ad spend was placed during November and December last year.

Supermarkets spent $44 million on advertising during this period last year with Woolworths, Coles and Aldi named the top three advertisers.

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