Coles’ Christmas campaign doesn’t have the lush fantasy feel that gives Christmas advertising its wow factor, but it does give hearts a lovely hug. The commercial comes from its own specialised marketing agency, Smith St, made up of Omnicon specialists.
The tells the Coles story, of its handpicked Aussie farmers, growers and suppliers, in a tale dreamed up by a grandpa for his grandson. Coles is represented as a team of elves again (but this year with magical abilities), working together to make Christmas more delicious.
The full campaign covers owned, paid and earned media. Messaging throughout the campaign focuses on the quality and value of Christmas centrepieces like award-winning hams, responsibly sourced Coles’ seafood, fresh mangoes and easy desserts.
Bianca Mundy, head of brand, media and content at Coles, commented, “Christmas is a time of magic, joy and coming together with family and friends but we know it can also be a busy and stressful period for customers. This Christmas, Coles is helping Aussies deliver a delicious Christmas with an exciting range of easy and affordable products for every table.”
Psembi Kinstan, chief creative officer, Smith St, added, “Christmas is all about sharing delicious food together with the people you love. It’s great to be able to spread a little magic on the occasion.”
Credits
Agency: Smith St
Client: Coles
Chief Customer Officer: Amanda McVay
General Manager – Brand, Digital and Media: Kate Bailey
Head of Brand, Content & Media: Bianca Mundy
Head of Performance & eCommerce Marketing: Lauren Shepherd
Senior Marketing Managers: Jessica Mitchell & Patrick Breen
Marketing Manager: Brinley Ryder
Media Manager: Stephanie Krstevski
Marketing Manager eCommerce: Rhys Portbury
Social Media Manager: Elle Gardiner
Content & Audience Manager: Caitlyn Shiel
Content Coordinator: Sarah Wearne
Senior Insights Manager: Alannah McColl
Customer Insights Manager: Phoebe Chapman
Production Company: The Producers
Director: Matt Kamen
DOP: Crighton Bone
Producers: Noelle Jones, Georgia Rankin
Post Production: Arc Edit
Offline Edit: Graham Pereira
Online Edit: Eugene Richards
Sound: Sam Hopgood @ Bang Bang Studios
Music Master: LevelTwo
Photography: Jesper Nielsen
Content Agency: Medium Rare
Claire Bradley: General Manager of Coles Group
Sarah Bush: Head of Content Strategy & Insights
Aimee Chappell: Social Lead
Jacqui Kwong: Editor
Sarah Geelan: Deputy Editor
