Coles champions Great Value. Hands Down. in newly launched brand platform via Smith St.


Coles is doubling down on value, launching a new brand platform ‘Great Value. Hands Down.’ via Smith St., that puts the iconic Big Red Hand back at the centre of its value communications.


Coles’ role in providing affordable, quality products to Aussies has never been more important, amid inflation, interest rate hikes, and cost of living concerns.

Building on the Great Lengths platform which talks to the incredible quality on offer at Coles, Great Value. Hands Down. demonstrates a commitment to value. Coles is focusing on helping Australians not only eat better, but live better every day. The campaign brings that commitment to life, showcasing how Coles can offer great value in a multitude of ways to help customers manage their household budgets.

The launch campaign shows the Coles team expressing their excitement in all sorts of ways: tricks, flips, and even being shot out of a cannon to deliver Click&Collect orders straight to your car boot.

Says Bianca Mundy, head of brand and media, Coles: “Great Value. Hands Down. is designed to first and foremost re-educate Australians on what the Big Red Hand means: the multitude of ways that Aussies can access value at Coles.

“It’s more than having ‘down down’ prices on things customers love – it’s also about great weekly specials, bonus points, money off your shop with flybuys, stable low-prices and quality staples, award-winning financial products, and access to free and easy services like Click&Collect.

“Armed with this platform, we’ll continue to find meaningful ways to help our customers manage their household budgets every day. We hope it will make it easier for customers to find all the ways Coles can make budgets stretch further – just look for the Big Red Hand.”

Says Psembi Kinstan, group executive creative director, Smith St.: “Coles has an incredible asset in the Big Red Hand, which was catapulted into the world by the agency Big Red over 10 years ago. It’s still one of Australia’s most recognisable advertising icons.

“As we continue to showcase Coles’ unwavering enthusiasm, fun, and cheekiness, it was only right to bring back the Big Red Hand in a new contemporary way.”

Says James Cowie, group creative partner, Smith St.: “Big Red Hand campaigns have always featured Coles team members looking excited in a pretty over-the-top way. We wanted to really own that excitement and take it to yet another level in a way that’s fun and self-aware.”

The campaign will roll out across TV, radio, OOH, and social. The new Great Value. Hands Down. platform will spotlight thousands of weekly specials.

Client: Coles
General Manager, Brand, Digital & Media: Kate Bailey
Head of Brand & Media: Bianca Mundy
Senior Marketing Manager, Brand: Patrick Breen
Senior Marketing Manager: Christopher Halicki
Marketing Manager: Brinley Ryder
Media Manager: Caitlyn Shiel
Senior Insights Manager: Alannah McColl
Customer Insights Manager: Phoebe Chapman
National Media & Communications Manager: Martine Alpins

Agency: Smith St.
Lead Producer: Tony Le
Group Creative Partner: James Cowie
Senior Art Director: Becky Morriss
Creative Director: Cameron Trollope
Creative Director: Jessica Harold
Chief Operating Officer: Tristan Alexander
Design Director: Alex Pappos
Senior Designer: Courtney Guy
Social Content Creative: Charlotte Funnell
Social Creative: Pip Dolman
Social Creative: Gabrielle Sandel
Integrated Producer: Maysn Smith
Senior Designer: Courtney Guy
Digital Designer: Petar Zivkovic
Managing Partner: Katie Firth
Engagement Director: Jeremie Curzon
Head of Content Production: Sonia McLaverty
Social Content Producer / Engagement Dir: Jessica Fletcher
Head of Planning: Matt Pearce
Social Strategist: Rosie Chong

Smith St. Chief Creative Officer: Stephen de Wolf
Smith St. Group Executive Creative Director: Psembi Kinstan
Smith St. Chief Client Officer: Piers Bebbington

Production Company: Revolver
Director: Matt Devine
MD /Co-Owner: Michael Ritchie
Executive Producer/Partner: Pip Smart
Senior Producer: Serena Paull
DOP: Crighton Bone
Production Designer: Enzo Iacano
Wardrobe: Olivia Simpson
Choreographer: Tracie Morley

Casting: Citizen Jane

Editorial: ARC EDIT
Editor: Dan Lee
Senior Producer: Winnie O’Neil

VFX: Heckler
Executive Creative Director: Jamie Watson
Flame Online: Julian Ford
Colourist: Ben Eagleton
Head of Production: Amy Jarman
3D: Philip Wang, Rachael Tedesco

Sound: Bang Bang Studios
Sound Engineer: Sam Hopgood
Producer: Polly McGregor / Holli Dee
Music Composer: Electric Dreams
Music Licence: Level Two