Coles and Woolworths have released their Christmas campaigns with the rivals taking distinctively different approaches to pushing their festive specials.
Coles has taken a localised approach, choosing to use long-running ambassador Curtis Stone in its new series of seven adverts.
Woolworths however has taken an international approach with new ambassador Jamie Oliver fronting the supermarket giant’s ads from the UK where he hosts a BBQ for homesick Aussies.
Woolies’ ‘Bringing Christmas Together’ is the first campaign featuring the popular chef since the brand announced its exclusive deal with Oliver shortly after Coles publicised its partnership with Heston Blumenthal.
In the Coles ad, created by Big Red, turkey is enticingly doused in gravy as Curtis Stone describes the supermarket’s Coles Finest range.
Simon McDowell, Coles’ marketing head, said: “The new ads highlight the exceptional quality of some incredible, fresh Aussie produce that will ensure our customers have a delicious Christmas.”
Coles has also partnered with Shazam for its Christmas push with consumers able to access extra content through the Shazamable ads.
The revitalised Xmas push comes after Coles last month released an early Christmas ad featuring UK celebrity chef Heston Blumenthal.
In the Woolies spot, a traditional London double decker bus has been decked out in Woolworths’ green and Oliver is shown throwing prawns on the BBQ and dressing them with his trademark enthusiasm.
Jess Gill, Woolworths general manager of marketing, said: “Thousands of Aussie families will be looking to create the perfect BBQ this Christmas and we want to inspire our customers to get excited about what they can achieve at home in their kitchen using fantastic flavours, fresh ingredients and help from Jamie.”
“The Christmas commercial is an exciting first look at what is to come from our partnership with Jamie Oliver – it’s all about inspiring a healthier Australia through delicious and affordable fresh food.”
The ads debuted during the finale of Recipe to Riches on Ten last night. The campaign, created by Droga5, also includes online activations and Facebook marketing with a virtual Christmas cracker game. Extras for the new commercials were sourced via a social media call out.
Meanwhile, department stores David Jones and Myer have released their Christmas pushes.
Myer’s ‘Power of Give’ features ambassador Jennifer Hawkins and Christmas day scenes including a surly teenager refusing to get involved in his older relatives’ celebrations and a couple kissing by the tree.
On the other hand David Jones ad is all around ‘Christmas Gifts that WOW’.
The 29-second TVC opens with a DJ’s branded Christmas cracker exploding to reveal a colourful array of gifts.
See both ads below.
COLES CREDITS: CLIENT: COLES MARKETING: SIMON MCDOWELL CREATIVE: BIG RED MEDIA: UM