Coles is taking its community credentials to the newsroom, teaming up with News Australia on a year-round media program celebrating the people, producers and grassroots organisations making a difference across the country.
Titled ‘Coles in the Community’, the national initiative brings the supermarket’s charity partnerships, community programs and support for Australian producers together under one central content hub, spanning digital, video, social and print.
The program will run across News Australia’s network, including the Herald Sun, The Daily Telegraph, The Courier-Mail, The Advertiser, news.com.au and The Australian, with tailored content designed to connect readers with the people and organisations helping their local communities thrive.
From food relief and kids’ community sport to national charities and Aussie farmers, the initiative aims to show how everyday grocery shopping can have a wider impact beyond the checkout.
Key partners to feature in the content series include SecondBite, Foodbank, Redkite and Little Athletics, with feature articles, videos and social content sharing their work and the communities they support.
The campaign will also include state and regional content tailored to local audiences, giving community initiatives and Australian producers a more localised platform.
Coles general manager of brand and marketing Kate Bailey said the partnership would help bring the retailer’s community work to a national audience.
“Coles works with communities, producers and partners across Australia to help customers eat and live better every day,” Bailey said.
“Working alongside News Australia gives us an authentic national platform to share these important stories and inspire shoppers to help us make a genuine difference across the country.”
News Australia national advocacy director John Lehmann said the program would highlight the people and grassroots organisations working to make a difference across Australia.
“Australians are increasingly looking for authentic, human stories behind the brands they support,” Lehmann said.
“Coles in the Community allows us to use our network reach to highlight the real people and grassroots organisations making a difference across Australia, helping Coles build deeper customer connections in their local communities.”
With a year-round presence across multiple platforms, Coles in the Community brings together charity, community sport and local produce under one banner — giving Coles a new way to tell its community story, and readers a closer look at the people behind it.
