Coles unveils 2025 campaign via Smith St celebrating every kind of Aussie Christmas
Coles is launching its 2025 Christmas campaign in partnership with Smith St, celebrating that Coles is the destination for “every kind of Christmas” – no matter the size of the celebration.
The campaign stars an adorable Basset Hound, decked out in festive reindeer antlers, as he embarks on a quest for mouth-watering Christmas treats.
Along the way, he discovers all sorts of Aussie Christmas celebrations – from cosy ‘Friendsmas’ get-togethers and laid-back backyard barbecues, to big family lunches and everything in between. At each stop, he’s tempted by an incredible array of delicious-looking Coles food that he can’t wait to try for himself.
Says Coles General Manager Brand and Marketing, Kate Bailey: “At Coles, we feel incredibly privileged to be part of so many Aussie Christmases and grateful to help families and friends come together to make their celebrations special. This year, we’re proud to help Aussies enjoy a delicious Christmas with our exciting range of easy and affordable products – from unique and innovative Own Brand creations to award-winning favourites like ham and pavlova.”
The integrated campaign features an omnichannel strategy, tailored to meet the seasonal needs of Aussie customers across in-store, owned, paid and earned media channels. Throughout the campaign, messaging spotlights the quality and value of this year’s finest festive food selections – from iconic Christmas favourites, such as Coles’ award-winning hams and seafood, to the Coles Finest Entertaining range and indulgent specialty desserts crafted to make celebrations truly memorable.
Says Psembi Kinstan, Chief Creative Officer of Smith St: “It’s a privilege to make a Christmas ad filled with so much warmth and heart. In some ways, the Basset Hound is all of us, he understands that Christmas is all about sharing delicious food with the ones you love most.”
Agency: Smith-St
Production Companies: MOFA/Maker
Post production: ARC/Tom Marley/Sarah Jones
Sound: Rumble/SMR/Level 2
Photography: Jesper Nielson
Content marketing agency: Medium Rare
Basset Hounds:
Archie, Monty and Lola
Client: Coles
General Manager – Brand & Marketing: Kate Bailey
Head of Brand & Media: Lauren Shepherd
Senior Marketing Manager: Zoe Garkinis
Marketing Manager: Kailah Symons
Media Manager: Stephanie Krstevski
Social Media Manager: Elle Gardiner
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