This may be the most joyful Christmas Australia has had for a very long time. The usual Christmas joy is being amplified this year by another joy – freedom. Travel restrictions are easing in Australia and families and friends preparing to reunite. The end of an arduous two years is a time for remembering what people value most. Coles and DDB Australia have made this, and the role Coles plays in making Christmas special, the focus of their Christmas campaign, Value the Australian Way.
Underscoring the feeling of joy is the classic Neil Diamond song, Beautiful Noise, which has been reimagined by Aussie artist, Emily Soon, and will be released nationally as a single.
Coles chief marketing officer, Lisa Ronson, commented, “This year’s campaign reflects that customers are looking for something truly special to celebrate. Coles has been working for more than a year to ensure our customers will have a joyful Christmas with loved ones, many of whom they will be reuniting with for the first time in months, or even years.
“This Christmas, and indeed all summer, we’ll be setting out to help Australians with great value and easy entertaining solutions. Our product teams have done an amazing job on building out the range this year, and this emotive Christmas campaign really brings this to life. We also know that sustainability is really important to our customers, which is why we are really proud about the launch of our Coles Christmas crackers that are 100% plastic-free and recyclable.”
DDB Australia managing director of strategy and growth, Leif Stromnes, added, “This campaign encapsulates the emotional release we’ve been waiting for this year. There’s nothing like laughing with friends and family and reconnecting over food. It felt right for Coles to be part of celebrating this moment with Australians.”
Coles has undertaken its biggest ever pre-Christmas survey to understand what Australians value most this Christmas, how they are feeling right now and what they are looking forward to.
According to almost 7,500 Australians surveyed:
· The majority of Australians are most looking forward to the togetherness at Christmas (59%). This is strong amongst all age groups but particularly those aged over 65 (65%).
· 50% of people do not intend to travel at all, while 19% plan to travel locally, 7% have plans to travel interstate, 4% have family/friends travelling to them and just 1% plan to travel overseas.
· While 37% say not much has changed, 26% of people feel more grateful this year. Those aged 18-34 year, in particular, feel they have had more positive changes in their lifestyle (34%), home environment (26%) and relationships (26%).
· The majority of people are feeling more grateful for their family (85%) and friends (60%).
· Home is where the majority of Australians want to be this Christmas. Just over half want to spend Christmas indoors with family and friends, while 41% plan to spend Christmas outdoors, like the backyard. 3% plan to spend Christmas at a restaurant.
· Just over a quarter of respondents (27%) will be catching up with friends and family virtually while 20% are unsure as yet. The majority don’t plan to (53%).
· Food is the main focus of Christmas Day with 64% of respondents saying it’s their favourite part of the day. Kids having fun (41%) and cooking for friends and family (35%) are favourites as well.
· Traditional Christmas carols and jingles are the main types of music (48%) listened to, particularly for those aged over 65 (60%). This is followed by Michael Buble’s Have yourself a merry little Christmas (32%), Mariah Carey’s All I want for Christmas (29%) and Wham’s Last Christmas (22%). The 18-34 year old group is much more likely to listen to Mariah Carey at Christmas (40%).
· The majority (60%) of Australians will have lunch as the main meal on Christmas Day, 44% will have Christmas dinner and 30% also have Christmas breakfast.
· Just over half of Australians say Christmas ham is their favourite Christmas product from Coles, followed by chocolates and confectionery (39%) and prawns (37%). Those aged over 65 are much more likely to prefer the ham (60%), pudding (35%) and fruit mince pies (34%), while the 18-34 year-old group are more likely to say that Pavlova (37%) and chocolates and confectionery (47%) are their favourite.
Credits
Client: Coles
Chief Marketing Officer: Lisa Ronson
General Manager – Brand, Digital & Design: Samantha McLeod
General Manager – Media & Sponsorship: Kate Bailey
Head of Brand, Content & Design: Bianca Mundy
Head of Group Marketing & Insights: Geoff Turner
Media Manager: Sally Mann
Senior Marketing Manager: Patrick Breen
Marketing Managers: John Blaskett & Tanya Beaumont
National Media and Communications Manager: Martine Alpins
Production Company: Revolver
Director: Stephen Carroll
Producer: Alexandra Taussig
Cinematographer: Ross Giardina
Production Designer: Arabella Lockhart
Costume Stylist: Lou Spargo
Food Stylist: Jerrie-Joy
Post Production: The Editors
Editor: Bernard Garry
Colourist: Fergus Rotherham
Online Artist: Soren Dyne
Producer: Grace Rouvray
Sound: Sonar Music
Sound Engineer: Timothy Bridge
Executive Producer: Sophie Hayden
Song: Beautiful Noise written by Neil Diamond & performed by Emily Soon
Music Supervision: Level Two Music
Publisher: Universal Music Publishing Group
Agency: DDB Group
Creative Lead: Darren Spiller
Group Executive Creative Director: Psembi Kingstan
Tribal Executive Creative Director: David Jackson
Creative Director: James Cowie
Senior Art Directors: Lisa Dupre & Anne-Marie Kanes
Copywriter: Dan Forrestal
Head of Integrated Content: Renata Barbosa
Senior Producer: Sam David Harris
Managing Partner: Pippa O’Regan
Group Business Director: Leah Williams
Business Manager: Jake Tobias
