Coles And DDB Launch “Value the Australian Way” Campaign

Coles And DDB Launch “Value the Australian Way” Campaign
SHARE
THIS



Coles is launching a new campaign “Value the Australian Way” celebrating the role it plays in sustainably feeding all Australians and helping them lead healthier and happier lives. The new brand positioning champions Coles as an organisation that lives at the heart of the nation and proudly supports team members, community partners, suppliers and millions of everyday Aussie shoppers.

You can watch the TVC here.

As part of its new positioning, Coles has undertaken an Australian Kitchen Census to uncover what Australians value most when it comes to cooking and sharing a meal. Coles surveyed almost 5,500 customers around the country to understand Australia’s modern food values and how they shape our approach to shopping, cooking and eating in 2020 and beyond.

These key insights are reflected through the multi-channel campaign launching nationally today to support the Value the Australian Way positioning.

Created by DDB Australia and directed by Justin Kurzel, the campaign proudly champions Australia and encourages people to appreciate what we have while shining a light on our true values. It captures the very essence of what makes modern Australia unique and features real Australian friends and families, not actors.

At the centre of the campaign is a 60-second TVC set to a reimagining of Missy Higgins’ 2009 hit ‘Feel Like Going Back Home’ recorded especially for this campaign as a collaboration between Missy Higgins, Dingo Spender and the current lead singer of Yothu Yindi, Yirrŋa Yunupiŋu. The original track was written by Stephen Pigram and featured in the beloved film musical Bran Nue Dae.

Coles CMO Lisa Ronson said “As one of the first supermarket brands in the country, Coles has been at the heart of Australian society since 1914. Our purpose is to sustainably feed all Australians, so we understand the integral role food plays in our lives – and when it comes to how we shop, cook and eat, our new campaign Value the Australian Way celebrates our past and future.”

“We know providing value through our trusted Down Down and everyday low prices is more important today than it’s ever been, and so is listening to what Australians value in their lives. Our research shows Australians cherish sharing a meal with friends and family and they want to support Aussie farmers, food producers and their local community. At Coles we’re committed to helping our farmers and fishermen produce ethical and sustainable food for all Australians so we can continue be a part of Australians lives for many more centuries to come.”

“Our new campaign tells the story of Coles’ legacy while also contemporising its role in society, serving customers and the wider community each day. We’re incredibly proud of the work and thank DDB Australia, Big Red, OMD and Mango for helping us achieve our ambitions,” Ronson said.

DDB Australia Chief Creative Officer Ben Welsh said, “We are incredibly excited to be a part of the next chapter for Coles. Despite facing many hurdles this year, Australians are an optimistic, down-to-earth, authentic bunch, which is why we decided to feature real families enjoying small moments of human connection centred around food. The music, paying homage to Australia’s rich cultural history, makes this campaign even more special.”

Coles is proud to be Australia’s largest private sector employer of Aboriginal and Torres Strait Islander peoples. Nine- time Aria Award winner Missy Higgins said this was the first time she has been part of an ad campaign because it was supporting Indigenous artists.

“It’s been a tough year for lots of Aussies, so I love the optimistic feel of this new campaign. It’s great to see how diverse and inclusive it is. It’s also great to see Coles backing great Indigenous Australian talents like Stephen Pigram, who wrote this tune and Yirrŋa Yunupiŋu with whom I dueted on the track,” said Missy Higgins.

As part of the fully integrated launch, spanning TVC, social, radio, earned media, website and instore, a simple new logo will be applied to all Coles Supermarkets touchpoints moving forward.

Client: Coles

Lisa Ronson – Chief Marketing Officer Michael Laxton – GM, Brand, Digital & Design Kate Bailey – GM, Media, Sponsorships & Events Bianca Mundy – Head of Brand & Content Patrick Breen – Senior Marketing Manager Sally Mann – Media Manager Geoff Turner – Head of Group Marketing Research and Insights Martine Alpins – Senior Communications Manager

Creative Agency: DDB Australia

Andrew Little – Chief Executive Officer Priya Patel – Managing Director Leif Stromnes – MD, Strategy & Innovation Dom Hickey – Head of Planning

Ben Welsh – Chief Creative Officer Noah Regan – Head of Art Tim Woolford – Creative Partner Tommy Cehak – Creative Partner Topher Jones – Managing Partner Katie Franklin – Business Director Sarah Cox – Senior Business Manager Renata Barbosa – Head of Integrated Content Tash Johnson – Lead Senior Broadcast Producer Cushla Morton – Senior Print Producer

Media Agency: OMD PR Agency: Mango Communications Research and Corporate Strategy: Thinkerbell

TV Production

Production Company: Revolver/Will O’Rourke Director – Justin Kurzel Managing Director/Co-Owner – Michael Ritchie Executive Producer/Partner – Pip Smart Producer – Serena Paull

Director of Photography – Lachlan Milne Editor: Alexandre de Franceschi @ The Editors Post Production: Heckler Colourist – Olivier Fontenay Online – Jonathan Hairman Music: Feel Like Going Back Home Recording: Missy Higgins, Yirrŋa Yunupiŋu, Dingo Spender Songwriter: Steven Pigram (Universal Music Publishing) Music Supervision: Level Two Music (Karl Richter, Marcus Brooke-Smith, Hugh Owens) Audio Post: Sonar Music Engineer: Timothy Bridge Casting: Natalie Jane Harvey @ Citizen Jane

Stills Production

Photographer: Ben Baker Producer: Chris Hemmings @ Still Rep

Please login with linkedin to comment

Coles DDB

Latest News

Monday TV Wrap: The Block Builds Nine A Nightly Win (And A Lovely New Kitchen Extension)
  • Media

Monday TV Wrap: The Block Builds Nine A Nightly Win (And A Lovely New Kitchen Extension)

Last night’s episode of The Block fell from Sunday night’s viewership, but still easily secured a win in entertainment, and for Nine overall. The episode had a metro audience of 876,000 according to OzTAM, with a spanner thrown in the works of one team’s sunken lounge plans (truly devastating for any 1970’s conversation pit fans). Contestants […]

by B&T Magazine

B&T Magazine
Bangkok, Thailand - Jun 23, 2015 : Group of credit cards on computer keyboard with VISA and MasterCard brand logos
  • Technology

Loyalty Republic Launches Card Agnostic Rewards Program

Australian start-up Loyalty Republic is introducing Australia’s first bank and card agnostic direct earn rewards program to democratise loyalty and make rewards accessible and fair for anyone using a debit card. The Loyalty Republic mobile app will place consumers in control of their rewards earning potential and redemption options, with a simplified model offering 1 point per $1 spent on debit card […]

Amobee Partners Announces Partnership With Samsung Ads
  • Technology

Amobee Partners Announces Partnership With Samsung Ads

Amobee has announced a new partnership with Samsung Ads in Australia. Powered by deep analytics and industry-leading technology, the partnership will enable marketers to bridge the gap between linear and digital – from execution to measurement. Samsung Ads’ Automatic Content Recognition (ACR) data from over 1.8 million smart TVs, along with Amobee’s household data of […]

How To Use Social Media Insights To Understand What’s Impacting Your Brand’s Health
  • Partner Content

How To Use Social Media Insights To Understand What’s Impacting Your Brand’s Health

Here, Zavy’s David Bowes explains how advertisers can use insights from social media to ensure their social and content strategies are fit for the road. When we learn to drive, we’re taught how to “drive to the conditions”. Slow down when its raining, or when there’s ice on the roads, reduce your speed on gravel […]

Partner Content

by B&T Magazine

B&T Magazine
Radio Station Uses Sperm, Ovulation & Rockers KISS For Oddball “Born To Rock” Campaign
  • Campaigns

Radio Station Uses Sperm, Ovulation & Rockers KISS For Oddball “Born To Rock” Campaign

If you’re in Toronto and you want to listen to classic rock (also referred to as “music your dad listens to”), then you need to tune the dial to local radio station Q107. And to spruik its merits as the city’s number one rock station, the network has just released a social media campaign called, […]

by B&T Magazine

B&T Magazine
triple j’s Giving Away One Of Dr Karl’s Iconic Colourful Shirts
  • Marketing

triple j’s Giving Away One Of Dr Karl’s Iconic Colourful Shirts

triple j is spreading some cheer and fashion by giving away one of Dr Karl’s signature and iconic colourful t-shirts! Dr Karl, has been part of the triple j family since 1981 and is known for his facts-first approach to science, constantly debunking rumours and myths.  However, to many of Dr Karl’s fans, he’s as […]

Facebook Hits Pause On Instagram Kids
  • Technology

Facebook Hits Pause On Instagram Kids

Instagram has announced it is pausing the development of ‘Instagram Kids’. In a blog post published overnight, Instagram boss Adam Mosseri revealed the social media app would instead be focusing on working with parents and policymakers to demonstrate the value of Instagram Kids. Earlier this year, it was revealed Facebook (which owns Instagram) was working […]

by B&T Magazine

B&T Magazine
Kyle Sandilands Claims He Wouldn’t Attend Anti-Vax Producer’s Funeral If He Caught COVID-19
  • Media

Kyle Sandilands Claims He Wouldn’t Attend Anti-Vax Producer’s Funeral If He Caught COVID-19

Shock jock radio host Kyle Sandilands has claimed that if a KISS 106.5 producer Pedro Vitola died of COVID-19, he would not attend his funeral. Sandilands’ statement came after the producer, who lives in an LGA of concern, was told to work from home while unvaccinated. On Monday, Sandilands referred to him as a “stupid […]

by B&T Magazine

B&T Magazine
Billie Eilish Teams Up With Nike To Release Vegan Air Jordans
  • Marketing

Billie Eilish Teams Up With Nike To Release Vegan Air Jordans

Influential Singer Billie Eilish is teaming up with Nike for a sustainable sneaker collection.  Eilish, who was just named Time’s most influential person of the year announced the ethical sneaker collection on her Instagram.  The collection’s sneakers will be 100 per cent vegan, made from over 20 per cent recycled material. Hardly surprisingly, considering, Eilish only wore […]

IMAA Announces New Group Deal Arrangements With Media Research, Planning And Training Companies
  • Media

IMAA Announces New Group Deal Arrangements With Media Research, Planning And Training Companies

The Independent Media Agencies of Australia (IMAA), the national, not-for-profit industry association for the independent media agency industry has announced a series of group deal arrangements for its members, offering them savings on industry reporting, training and media tools. The group deal arrangements, brokered by the IMAA, offer independent media agencies access to reporting and […]

Hungry Vax, Jabstar, JAB Hi-Fi: Aussie Designers Give Iconic Logos A Pro-Vax Revamp
  • Media
  • Technology

Hungry Vax, Jabstar, JAB Hi-Fi: Aussie Designers Give Iconic Logos A Pro-Vax Revamp

Crowdsourcing platforms DesignCrowd and BrandCrowd are promoting vaccination efforts in a unique way, launching a logo redesign contest among their networks of designers. The initiative saw iconic Australian brands such as Hungry Jack’s, Jetstar, JB Hi-Fi, and Bunnings undergo a redesign.  “We thought it would be fun to see some other iconic Australian brands back […]

Connection As Currency – How DTC Brands Are Changing Commerce
  • Opinion

Connection As Currency – How DTC Brands Are Changing Commerce

James Horne (main photo) is the CEO of Balance Internet. In this guest post, he says direct-to-consumer DTC brands that endure past the initial launch have a true differentiation, standing out from competitors by driving connection… We’ve always known that brands need more than a good product and website to stand out from their competitors […]

Opinion

by B&T Magazine

B&T Magazine
Vision6 Launches First-Ever National Brand Campaign “Simply Reliable”
  • Advertising
  • Campaigns

Vision6 Launches First-Ever National Brand Campaign “Simply Reliable”

Australian owned and operated email and SMS marketing software company, Vision6, announced the launch of its first-ever national brand campaign and new brand platform “Simply Reliable”. Founded in 2001, Vision6 was one of the first email marketing software providers in Australia and has since been relied upon by thousands of Aussie businesses and organisations for […]

JCDecaux New Zealand Grows Its Team To Lead Street Furniture Tender
  • Media

JCDecaux New Zealand Grows Its Team To Lead Street Furniture Tender

Out-of-Home media company JCDecaux New Zealand has appointed business growth specialist Adam McGregor in preparation for its bid to win upcoming local government street furniture tenders across the country. With contracts for the provision of street furniture including bus shelters across New Zealand up for renewal from late 2022, they collectively represent the biggest advertising […]

ABC iview Goes Virtual With Fetch TV
  • Media

ABC iview Goes Virtual With Fetch TV

Fetch TV has announced that ABC iview will soon be available as a dedicated Virtual Playlist Channel on the Fetch platform. Virtual Playlist Channels (VPCs) were developed by Fetch to promote content discovery, and to provide a clear bridge between the traditional world of linear TV and the growing availability of on demand content via […]

Jackie Gillies Joins The Acast Creator Network
  • Media

Jackie Gillies Joins The Acast Creator Network

Jackie Gillies, businesswoman, psychic medium and cast member of The Real Housewives of Melbourne is bringing her sassy, inspirational and adventurous spirit to her new podcast Shine It Up, With Jackie Gillies, which launches today via Acast. Hosted and distributed by the creator-first podcast company Acast, the show will offer listeners inspiration and motivation to […]