Coles Celebrates Value the Australian Way in Wholesome Christmas Campaign

With one million more Australians expected to spend Christmas at home this year, Coles, via DDB Australia and Big Red, is paying tribute to the diversity of the nation’s Christmas celebrations and the generosity of Aussies serving up festive food experiences across the country.

Directed by Justin Kurzel, this seasonal extension of Coles’ ‘Value the Australian way’ brand campaign continues to reflect the country’s renewed appreciation for home-cooked meals with family and friends, uncovered by Coles’ earlier Kitchen Census Report surveying 5,500 Australians. From a backyard BBQ to a picnic on the beach, the 60-second spot showcases true Australian values and the variety of ways in which we come together for Christmas.

The multi-channel campaign will continue with 30-second and 15-second TVCs produced by creative agency Big Red highlighting Coles’ unique and easy to prepare Christmas range, as well as showing how Coles is lowering the cost of Christmas entertaining.

Coles chief marketing officer, Lisa Ronson, said that after a challenging year for many Australians, Coles is determined to make festive entertaining fun and easy this year so customers can enjoy their time with family and loved ones: “Our Christmas campaign perfectly encapsulates our new brand positioning, Value the Australian Way, for the holiday season showcasing what we’re looking forward to most this Christmas; the small moments of connection with our loved ones."

Lisa continued: “We are so inspired by our customers and this Christmas we want to pay tribute to them. Our campaign is all about the special moments that are created between family and friends when they come together to share food. These moments are what make Christmas Day and the whole holiday season so special for everyone and Coles is proud to help make these magical moments easier and more affordable for all Australians.”

DDB Australia chief creative officer, Ben Welsh, said the latest campaign for Coles builds on the brand launch by shifting focus to the little things that family and friends do when they get together over Christmas time: “It’s no secret that the impact of Covid-19 has made it harder to read the sentiment of the nation and reflect the right tone, but by focusing on the simple moments that bring us together we touched on something we are all craving this Christmas, and that Coles delivers every day for its customers.”

The Christmas campaign is set to a reimagining of ‘Feel Like Going Back Home,’ best known from the hit Australian musical Bran Nue Dae, recorded especially for this campaign as a collaboration between Missy Higgins, Dingo Spender and the lead singer of Yothu Yindi, Yirrŋa Yunupiŋu. The original track was written by Stephen Pigram of popular Broome Indigenous artists The Pigram Brothers, featuring on their 1997 album 'Saltwater Country'.

The same soundtrack was used in Coles’ recent brand campaign introducing its new positioning, 'Value the Australian way'.