Another Christmas campaign has launched, this time for Coles via DDB.
At the heart of the integrated campaign is the classic Neil Diamond song Beautiful Noise which has been reimagined by Aussie artist Emily Soon.
The scenes show Australians who need a release and are excited to come together. Whether it’s finally reconnecting with mates, or dealing with a last-minute change in restrictions, in true Aussie spirit, they will make the most of this Christmas and find joy and laughter in whatever they do.
The ad also highlights the work of amazing Australians supporting their communities, including healthcare workers, food rescue organisations and home delivery drivers helping millions of Australians now choosing to shop online.
Coles has also undertaken its biggest ever pre-Christmas survey to understand what Australians value most this Christmas, how they are feeling right now and what they are looking forward to.
According to almost 7500 Australians surveyed:
- The majority of Australians are most looking forward to the togetherness at Christmas (59 per cent). This is strong amongst all age groups but particularly those aged over 65 (65 per cent).
- Fifty percent of people do not intend to travel at all, while 19 per cent plan to travel locally, seven per cent have plans to travel interstate, four per cent have family/friends travelling to them and just 1% plan to travel overseas.
- While 37 per cent say not much has changed, 26 per cent of people feel more grateful this year. Those aged 18-34 year in particular feel they have had more positive changes in their lifestyle (34 per cent), home environment (26 per cent) and relationships (26 per cent).
- The majority of people are feeling more grateful for their family (85 per cent) and friends (60 per cent).
- Home is where the majority of Australians want to be this Christmas. Just over half want to spend Christmas indoors with family and friends, while 41 per cent plan to spend Christmas outdoors, like the backyard. Three pre cent plan to spend Christmas at a restaurant.
- Just over a quarter of respondents (27 per cent) will be catching up with friends and family virtually while 20 per cent are unsure as yet. The majority don’t plan to (53 per cent).
- Food is the main focus of Christmas Day with 64 per cent of respondents saying it’s their favourite part of the day. Kids having fun (41 per cent) and cooking for friends and family (35 per cent) are favourites as well.
- Traditional Christmas carols and jingles are the main types of music (48 per cent) listened to, particularly for those aged over 65 (60 per cent). This is followed by Michael Buble’s Have yourself a merry little Christmas (32%), Mariah Carey’s All I want for Christmas (29%) and Wham’s Last Christmas (22 per cent). The 18-34 year old group is much more likely to listen to Mariah Carey at Christmas (40 per cent).
- The majority (60 per cent) of Australians will have lunch as the main meal on Christmas Day, 44 per cent will have Christmas dinner and 30 per cent also have Christmas breakfast.
- Just over half of Australians say Christmas ham is their favourite Christmas product from Coles, followed by chocolates and confectionary (39 per cent) and prawns (37 per cent). Those aged over 65 are much more likely to prefer the ham (60 per cent), pudding (35 per cent) and fruit mince pies (34 per cent), while the 18-34 year old group are more likely to say that pavlova (37 per cent) and chocolates and confectionary (47 per cent) are their favourite.
Coles chief marketing Officer Lisa Ronson said it’s really important to look at how customers are feeling after more than a year of being separated from loved ones during lockdowns in some parts of Australia.
“This year’s campaign reflects that customers are looking for something truly special to celebrate,” Lisa said.
“Coles has been working for more than a year to ensure our customers will have a joyful Christmas with loved ones, many of whom they will be reuniting with for the first time in months, or even years.
“This Christmas, and indeed all summer, we’ll be setting out to help Australians with great value and easy entertaining solutions. Our product teams have done an amazing job on building out the range this year, and this emotive Christmas campaign really brings this to life.
“We also know that sustainability is really important to our customers, which is why we are really proud about the launch of our Coles Christmas crackers that are 100 per cent plastic free and recyclable.”
At the heart of the integrated campaign, created by DDB Australia and shot by Stephen Carroll, is the classic Neil Diamond song Beautiful Noise, which has been reimagined by Aussie artist Emily Soon and will be released nationally as a single.
The scenes show Australians who need a release and are excited to come together. Whether it’s finally reconnecting with mates, or dealing with a last-minute change in restrictions, in true Aussie spirit, they will make the most of Christmas and find joy and laughter in whatever they do.
The ad also highlights the work of amazing Australians supporting their communities, including healthcare workers, food rescue organisations and home delivery drivers helping millions of Australians now choosing to shop online.
DDB Australia managing director of strategy and growth Leif Stromnes said his team is proud to be part of telling the Australian Christmas story.
“This campaign encapsulates the emotional release we’ve been waiting for this year. There’s nothing like laughing with friends and family and reconnecting over food. It felt right for Coles to be part of celebrating this moment with Australians,” Leif said.
