Coles unveils new “Good Things are happening” campaign

Coles Campaign Good Things2Australian supermarket giant Coles has unveiled their new “Good Things are happening at Coles” campaign at an event in Sydney on Tuesday.

The grocery giant’s new campaign will complement its “Down Down” marketing campaign.

“We know our customers care about price, but they also care about where their food comes from, they care about their community and they care about the environment. The ‘Good Things are happening at Coles’ campaign has been developed to complement our Down Down campaign and we will continue to lower prices for our customers,” Coles spokesperson told Inside FMCG.

“The campaign is based on feedback from thousands of our customers and with input from many team members right around the country and features examples like our Australia First Sourcing Policy, our $50 million Coles Nurture Fund, and our community partnerships with SecondBite and Redkite.”

The Sydney Morning Herald also reported Coles managing director John Durkan said a survey of 45,000 of the supermarket’s customers and employees contribute to create the new campaign.

“It informed us on what they want to hear from us, and it’s way beyond low prices,” he said. “We’ve got to be beyond price – we certainly heard that around the country.”

The supermarket giant also told Inside FMCG some examples of the “Good Things” consumers will hear more about during the campaign include:

  • Coles has donated the equivalent of more than 50 million meals through SecondBite, which has also helped reduce food waste.
  • Donating 2 million bananas to Little Athletics clubs across Australia
  • Coles and customers have helped raise more than $27 million for Redkite
  • Phasing out single use plastic bags across the country from 1 July 2018.
  • Set up a $50 million Coles Nurture Fund to help farmers and food producers across Australia.

The Sydney Morning Herald also reported “Down Down” was launched in 2010 with heavy discounting which sparked a ferocious price war with its rival supermarket Woolworths. Retail experts previously said Coles’ marketing efforts became too focused on price at the expense of  quality.

“No one wants to go and have to buy their food and think too hard about it,” Durkan said. “Customers want to be able to trust. They don’t want to think ‘I’m going to get ripped off?'”

The major supermarkets have collectively spent billions of dollars lowering grocery prices over the past few years. Coles winning the messaging war for most of that time with its “Down, Down” jingle. Meanwhile, Woolworths attempted to copy its rival grocery’s success with its “Cheap, Cheap” campaign, which was universally panned by viewers and quickly abandoned, according to News.com.au.

IBISWorld also reported Woolworths has a 36.8 per cent market share of Australia’s $100 billion supermarket sector, followed by Coles on 30.9 per cent, Aldi on 8.6 per cent and Metcash on 7.5 per cent.

Comments

1 comment

  1. Alan de Niese posted on June 27, 2019

    Why do both people doing the Ads on TV drop the G in happening? reply

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