Home » Coles Commits To Great Barrier Reef Foundation Partnership With New Marketing Strategy

2 June, 2022

Coles Commits To Great Barrier Reef Foundation Partnership With New Marketing Strategy

To celebrate Coles’ announcement to commit to a $10 million, 10-year partnership with the Great Barrier Reef Foundation to help strengthen the regeneration and resilience of the Great Barrier Reef, the supermarket will today roll out activations in all stores around the country.

Pictured, left to right: GBRF director strategic initiatives Melissa Rodgers, Coles chief marketing officer Lisa Ronson, Coles chief sustainability, property and export officer Thinus Keeve and GBRF managing director Anna Marsden.

The ‘Blue Carbon Partnership’ recognises the critical need to help mitigate the impact of climate change and protect marine ecosystems across the iconic Great Barrier Reef in alignment with Coles’ Together to Zero sustainability ambitions.

A paid media push will continue to bring customers on the partnership journey after a successful earned media launch last week.

Coles will also reveal its national newspaper takeover in major News Corp mastheads later this week, drawing mass attention to Coles and the Great Barrier Reef Foundation’s partnership.

Coles chief marketing officer Lisa Ronson said: “The Great Barrier Reef partnership will resonate with so many of our customers, so we wanted to make sure our marketing approach made an impact.”

“The reef imagery and marketing in stores and in newspapers around the country will instil a sense of confidence in our customers that by shopping at Coles they are helping to protect of one of Australia’s most iconic natural icons for future generations,” she said.

The marketing strategy will leverage traditional paid and organic social media – as well as existing communications assets including Coles Radio, Coles Magazine, and coles.com.au – to directly reach the supermarket’s loyal customer base.

Coles’ partnership with the Great Barrier Reef Foundation is part of its ambition to become Australia’s most sustainable supermarket.

Thinus Keeve, chief sustainability, property and export officer said: “Coles’ partnership with the Great Barrier Reef Foundation puts us one step closer to achieving our Together to Zero emissions ambition.”

“Our investment in the regeneration and revegetation of this world class ecosystem will help build resilience and deliver projects that can make a meaningful difference,” he said.

The projects being supported are a coastal habitat restoration, which involves working with farmers to reinstate a significant coastal wetland in the Great Barrier Reed catchment, and developing the first large-scale seagrass nursery in conjunction with leading seagrass researchers and Traditional Owners of the Reef.

The creation of a seagrass nursery and a demonstration site will help unlock the science needed to support
seagrass restoration at a scale that makes a meaningful difference. It also supports a healthier marine
ecosystem, increases blue carbon capture and fosters long-term job creation.

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Coles Great Barrier Reef Foundation