Coles has invited Australians to take all the festive glory this Christmas with the launch of its campaign ‘Take the Credit This Christmas’, created by Smith St, a bespoke Omnicom Oceania agency.
Built around the insight that many Aussies would rather spend time with family than hours in the kitchen, the integrated campaign has positioned Coles’ Own Brand festive range as so delicious that customers will happily pass it off as their own. The idea came to life through an integrated media ecosystem, with creative tailored to different audiences, channels and moments throughout the Christmas period.
Rather than being the hero of the story, Coles took a back seat, celebrating the small victories that come with pulling off a Christmas feast with a little help behind the scenes.
The hero film, set to Buster Poindexter’s mischievous take on Zat You, Santa Claus, followed Australians going to increasingly elaborate lengths to keep their festive shortcuts under wraps. From intercepting delivery drivers to concealing packaging evidence, the work captures the joy of getting away with it.
“At Christmas, people want to spend less time stressing in the kitchen and more time with the people who matter most. Our Own Brand festive range helps make that possible, delivering quality and convenience without compromise. We love that this campaign celebrates those little moments of festive ingenuity that so many Australians can relate to,” said Coles general manager brand and marketing Kate Bailey.
The campaign has been designed as an integrated Christmas platform connecting brand storytelling with retail across paid, owned and earned channels.
“There’s a special kind of joy in getting away with something. A cheeky, smart little hack that makes you feel like an absolute winner. That’s the feeling we wanted to bottle, and Christmas is the perfect stage for it,” said Clemenger BBDO executive creative director Giles Watson.
“Every year, brands compete to tell the warmest, emotional festive tale. We saw an opportunity to go in a different direction and create a campaign built on a more relatable truth. People love looking good, especially when they’ve found an easier way to do it.”
Credits
Agency: Smith St
Client: Coles
Chief Customer Experience Officer: Michael Courtney
General Manager Brand & Marketing: Kate Bailey
Head of Brand, Media and Content: Renee Barton
Senior Marketing Manager: Jessica Mitchell
Marketing Manager: Melissa Oliver
Production Company: FINCH
Director: Freddy Mandy
MD: Corey Esse
EP: AnnaTara Clark-Sneddon
Producer: Jackie Adler
DOP: Jeremy Rouse
Production Manager: Juliet Smith
Production Designer: Lucinda Thomson
Food Stylist: Caroline Velik
Costume Designer: Sophie Knox
Casting Director: Megan D’Arcy @ Nick Hamon
Post House: Arc Edit Melbourne
Editor: Lucas Baynes
Grade: Martin Greer
Online: Jamie Scott
Sound: Matt Thompson
