Supermarket giant Coles has today launched a new campaign blitz to promote slashing prices on frozen groceries.

Coles claims the freezer department is the "fastest growing grocery category in Australia and the growth is being driven by Australian households looking to effectively manage cost of living pressures".

The new campaign is in response to this trend and sees Coles add over 40 frozen products to Down Down, bringing the total to over 150.

To support the new Down Down campaign, in store displays, online creative and 60 and 30 second TVCs featuring Status Quo will launch today. The creative floats Down Down and Status Quo on an iceberg, with some new and unusual additions to the band in the form of a bass-playing Polar Bear and a drumming Walrus

Down Down is a multi-million dollar investment by Coles charged with lowering the cost of shopping for Australians.

Earlier this month, Coles launched a new “Unreal Deals” campaign, featuring a new superhero character called Col.