Melbourne indie, Big Red, has taken Coles down an interesting road this Christmas. Its brand film is set to the theme song of the mid-’80s to mid-’90s TV show, The Golden Girls, sung by Aussie children. Visually the film is a montage of past Christmas moments, and even past Coles Christmas ads, some seen in parallel – in split-screen.
It’s Coles thank you to Australians for allowing the supermarket chain to be part of their Christmas for more than 100 years – an appeal to both nostalgia and loyalty.
Coles chief marketing officer, Lisa Ronson, said that 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.
“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.”
Supporting the 45-second brand film are a 30-second product ad, highlighting Coles’ Christmas favourites and a 15-second value ad, which focuses on Coles’ low prices.