Coles and an army of Elves launch new ‘Great Lengths for quality this Christmas’ campaign via Smith-St Melbourne
Coles has teamed up with Smith-St and Santa Claus to launch its 2023 Christmas Season campaign. The campaign builds on the success of the “Great Lengths for Quality” campaign launched earlier this year and shows Coles team members working together with its network of dedicated farmers, growers and suppliers, all in the pursuit of quality.
From sourcing Christmas puddings from the oldest pudding makers in the world, to picking every one of their strawberries by hand so they meet quality standards before they hit the shelves – Coles goes to great lengths for quality to make sure Aussies have everything they need for a great Christmas.
The integrated campaign has hundreds of touchpoints across in-store, owned, paid, and earned media, focussing on the quality and price of key Christmas food items like Triple Smoked Christmas Hams, responsibly sourced seafood and desserts. It highlights how Coles provides exceptional value food for the entire Christmas season.
Says Bianca Mundy, head of brand and media at Coles: “Customers have been telling us that even in times of financial stress, with rising cost of living pressures and tighter household budgets, Christmas remains a special time to celebrate with friends and family. And it’s important to do that with great quality produce at a great price. And this Christmas season Coles has an exciting range of products to suit every occasion – ranging from easy entertaining solutions to Christmas Day centerpieces.”
Says Psembi Kinstan, executive creative director, Smith St: “Coles ‘Great lengths for Quality’ has already proven to be a tremendously powerful idea, and we’re excited to release the next chapter to build on this platform (now with 100% more elves).”
Says James Cowie, creative partner, DDB Group Melbourne: “It’s great to bring a sense of Christmas fun to the “Great Lengths for Quality” campaign. Sharing great food and a laugh at Christmas is what the season is all about.”
Says Suzi Black, managing partner of media, Smith St: “Great Lengths comes to life through high engagement and attentive media that emphasises storytelling and builds appetite appeal across the Christmas season. Underpinned by a consistent retail drum beat with efficient reach, maximising, relevance, demonstrating range and value to customers. Coles and Smith St are excited to have worked with a number of media partners to bring these Great Length stories to life this Christmas.”
Client: Coles
Chief Customer Officer: Amanda McVay
General Manager – Brand, Digital and Media: Kate Bailey
Head of Brand, Content & Media: Bianca Mundy
Media Manager: Sally Mann
Senior Marketing Manager: Renee Barton
Senior Marketing Manager: John Blaskett
Marketing Manager: Kailah Symons
Growth Marketing Manager: Georgia Oliver
Social Media Manager: Elle Gardiner
Senior Insights Manager: Alannah McColl
Customer Insights Manager: Phoebe Chapman
Content Coordinator: Sarah Wearne
Agency: Smith St
Managing Director: Mike Napolitano
Chief Creative Officer: Stephen de Wolf
Group Executive Creative Director: Psembi Kinstan
Group Creative Partner: James Cowie
Creative Director: Rebecca Morris
Senior Art Director: Josh Brown
Senior Copywriter Anneliese Sullivan
Chief Operating Officer: Tristian Alexander
Head of Production: Sonia McLaverty
Head of Planning: Matt Pearce
Managing Partner: Marnie Mckenzie
Engagement Director: Lucy Shearer
Engagement Manager: Abigail Watts
Social Content Creative: Charlotte Funnell
Social Videographer: Tom Marley
Social Editor: Alex Debely
Senior Digital Designer: Petar Zivkovic
Designer: Ciaran Carlisle
Creative Director Interbrand – Alex Creamer
Design Director – Alex Pappos
Lead Designer – Naomi Veldhuizen
Lead Designer Digital – Petar Zivkovic
Production Company – MOFA
Photography Production: Photoplay
Photographer: Chris Budgeon
Producer: Ross Colebatch
Casting – Studio P
Edit, Grade and Post – ARC EDIT
Sound – Bang Bang Studios
Music License – Rumble
36 Comments
Wow all those credits and no mention of Director, DOP, Producer, Editor etc….
MMMM…..Nice place to work when you don’t get credited.
No production credits when everyone at agency and client is listed? ,,,,,,,,,, Always very telling.
Why are they still calling DDB smith street?
Eyes glazed over this more than the ham glazing
What an absolute mess.This brand has totally lost its way.
Tough client & the trio having a cuppa made me laugh
COLES CREATIVE GROUP SEEM TO BE THE MOST OUT OF TOUCH CREATIVES IN AUSTRALIA. WHY WOULD THEY PUT CURTIS STONE IN THIS AD AFTER THE LATEST VIRAL TREND MOCKING HIS $10 MEALS? DEAR LORD HAVE MERCY. THE STUPIDITY FROM THIS TEAM HURTS. IT HURTS.
Remember kids: if you see someone shoplifting food from Coles, no you didn’t.
PERFECT COMMENT.
YES IM STILL YELLING.
COLES MAKES ME MAD.
Parading this glossy, deceptive spectacle while Coles rakes in obscene profits and Aussies can barely scrape together a meal? It’s downright revolting.
I liked the moment where the smoke nearly took the woman out, all in the name of dressing up cheap ham.
I like it.
This is all over the shop. Feels like twelve different ads in one.
Hey Coles,
Drop the Wes Anderson act. What Aussies need isn’t cute ads, but affordable meals and fair deals at checkout. It’s about feeding families without breaking banks, all while you still make your fair share. Time to step up.
It’s very very boring and badly edited
Visually it looks nice it’s just as boring as bat shit and the ending is weird.
Not sure why Coles thinks it’s smart to have We go to great lengths for quality, and then have a person looking slightly delirious coming out of a smoke house. Are they trying to imply they don’t care about their staff in the pursuit of quality?
Undoubtedly a difficult client, but this is a big step down from the first ‘Great Lengths’ spot. The performance, editing and humour don’t land well at all.
I don’t like the commercial and I don’t like the brand,because I have no idea what Coles stands for any more.
I’m a mid level copywriter and a mother.
Compared to my sister,who is a nurse,I earn quite good money.But it certainly isn’t going far at Coles.So rather than doing this tired,unfunny,expensive crap,why not do something to help their customers.Show some empathy.
Deliver on value.And finally piss that smug,smirking Curtis Stone off.
does she come out of the shitter with a ham?
Rather than telling everyone what a bad job they did, why not appreciate all the hard work that went into creating this?
Mediocrity should not be applauded. And there is a real lack of craft here. But agreed, in general there is too much toxicity on this platform.
Enough said ^
https://www.choice.com.au/shonky-awards/hall-of-shame/shonkys-2023/2023-shonky-winners#WoolworthsColes
Aldi, but more expensive and boring.
Well written, well crafted, well done DDB
Makes sense, looks good.
‘It’s an ad about food at Christmas’.
Sadly it’s a very ordinary,uninspiring and humourless ad about food at Christmas.
Big fail.
Not fun or funny. Bet DDB slugged them millions for it too.
Because she pooped a steamy turkey
As well as stitching up the Aussie public, this ad is something else. They’ve really managed to pull a fast one on everyone. The woman stuck in a smoky dunny, the strawberry pickers checking every single berry with not enough hands on deck, the hardworking mango farmer getting a mango as a ‘thank you’. And poor Aussie bakers, Coles importing Christmas puddings from the Poms. The hidden themes in this are just too good. Coles has really stitched everyone up here, you can’t help but laugh.
Idk if it’s smith st or ddb but the work is getting better
Now you’re getting it
Welcome to the animal farm
But this is a mess on so many levels.Poor communication and appalling craft.It seems very few agencies,or more particularly creatives ,can now do this type of work well.
Not sure why.
Be interested in the opinions of other commentators.
Oh no – spot on. The comedy is at the expense of the staff, growers, celebrity endorsers and ultimately us. Coles, Woolies and to an extent Harris Farms are the best advertisements for small, independent shops at the moment. Crap quality food at exorbitant prices.
As a corporate puppet-chef is incredible.
To lamb satire. Good try though.