Australian retailer Coles Supermarkets has unveiled its 2024 Christmas campaign to help Australians make this holiday season “more delicious.”
The campaign, produced by Omnicom-owned marketing agency Smith St, features Coles team members as magical elves, highlighting the retailer’s partnerships with Aussie farmers and suppliers to deliver a festive range of quality, affordable food.
Coles’ festive offerings include award-winning hams, responsibly sourced seafood, and fresh fruits like Aussie mangoes and cherries.
The campaign, which spans hundreds of touchpoints across in-store, digital, and traditional media, emphasizes the quality and value of Coles’ holiday staples.
Psembi Kinstan, chief creative officer at Smith St, expounded on the campaign's essence in a statement:
“Christmas is all about sharing delicious food together with the people you love. It’s great to be able to spread a little magic on the occasion.”
Coles brings authenticity to its branding, showing how working with creative marketing agencies can create meaningful connections with consumers, especially during the holiday season.
Coles' Christmas Elves to the Rescue!
In the 45-second spot, a young boy wonders who made the crackling on the Christmas ham.
His grandpa spins a fun tale about elves gathering holiday goodies like mangoes, cherries, and Aussie banana prawns.
The elves — played by Coles employees — are shown on their festive mission as they teleport from one place to another in search of Christmas food items.
Coles ambassador and chef, Curtis Stone, joins in the excitement as he tastes the ham, calling it "delicious."
The commercial ends with the elves walking together in a line, followed by the Coles logo, wrapping up a warm and whimsical holiday message.
Previously, ALDI released its holiday campaign that encouraged Aussies to "go a little extra" this Christmas season.
