The Coles national sustainability campaign via DDB

By AdNews | 23 July 2021

Coles this Sunday is launching a sustainability campaign, Together to Zero via DDB.

The campaign will initially launch with a 60 second TV commercial, followed by a series of 30 second commercials, digital executions and outdoor advertising to raise awareness of sustainability initiatives for all Australians.

Leif Stromnes, DDB Australia managing director of strategy and innovation: “Coles’ Sustainability Strategy could not come at a better time.

"We all have a role to play to make Australia, and the world, a better place for future generations, and Coles’ aspirations towards zero hunger, zero waste and zero emissions are incredibly important steps towards that goal.

"It’s been a privilege to partner with Coles on this project, and support them in their ambition to become Australia’s most sustainable supermarket."

Coles wants to be Australia’s most sustainable supermarket, with zero waste, zero emissions and zero hunger. 

“Together to Zero” was first unveiled in March, when Coles announced emissions targets including a commitment to be 100% powered by renewable electricity by the end of the 2025 financiual year. 

Coles, which recently stopped selling single-use plastic tableware, has also reviewed the sustainability of its marketing campaigns and today committed to no longer give away plastic collectible toys.


Client: Coles Australia
Product: Sustainability
Title: Dream It Real
Coles Australia:
Chief Marketing Officer – Lisa Ronson
Head of Brand and Content – Bianca Mundy
Senior Marketing Manager – Patrick Breen
DDB Australia:
Chief Creative Officer – Coles – Darren Spiller
Head of Art: Noah Regan
Senior Art Director: Adam Ledbury
Senior Copywriter: Will Halstead
Head of Integrated Content: Renata Barbosa
Lead Senior Producer: Tania Jeram
Managing Partner: Pippa O’Regan
Group Business Director: Leah Williams
Senior Business Manager: Sarah Cox
Senior Print Producer: Sonia Ebrington
Production Company: Exit Films
Director: Mark Molloy
Executive Producer: Leah Churchill Brown
Producer: Alexandra Taussig
DOP: Jeremy Rouse
Production Designer: Bev Dunn
Editor: Mark Burnett, The Editors Sydney
Grade: Fergus Rotherham
Online / VFX: Andy McKenna
Sound Engineer: Colin Simkins, Gusto Studios
Stills Photographer: Andreas Smetana, Flint

Coles will continue to explore reward programs, such as the recent MasterChef cookware campaign or more sustainable items such as last year’s popular Little Treehouse book series made from FSC certified paper.

Little Shop and Stikeez have been popular with customers but they no longer align with Coles’ sustainability ambitions, says CMO Lisa Ronson.

“As part of our Together to Zero mission, we’ve been reviewing our marketing campaigns through a sustainability lens," she says.

"While very popular, we must listen to our customers who say their priorities are changing."


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