"Behind even the most normal-looking apple or cut of meat, there is an extraordinary ambition and passion from the Coles team."
Coles is championing the great lengths its team members and suppliers go to in providing Australians with the best quality fresh meat, produce, bakery and own brand products.
Coles, 'go to great lengths for quality', from spending years forming relationships with Australian cattle farmers to select great tasting beef, and partnering with French baker Laurent Boillon from Laurent Bakery for Coles Finest 30-hour stone-baked sourdough, to its expert culinary panel who taste test Coles own brand products to ensure they meet quality standards before they hit shelves.
The campaign extends through multiple media touchpoints and Coles-owned channels like the Coles Magazine, Coles Radio and on coles.com.au.
The TVC shows Coles team members working together with its network of dedicated farmers, growers, and bakers, all in the pursuit of quality.
Their positive Australian spirit and passion for quality never waivers, even when enduring tough conditions like torrential rain, a swarm of bees, early mornings or a gaggle of angry geese.
Coles head of brand & media, Bianca Mundy, said the team know Australians are experiencing household budget pressures with rising costs of living, and more and more people are looking to Coles for great value, and great quality food to feed their families.
"This campaign puts a spotlight on the idea that behind even the most normal-looking apple or cut of meat, there is an extraordinary ambition and passion from the Coles team to create this high-quality food," she said.
"The same food that goes in customers’ baskets every time they shop at Coles.”
Smith St group executive creative director, Psembi Kinstan, said what strikes people when they meet the incredible chefs, partners, food development experts, and entire food sourcing team at Coles is their unique passion and energy.
"They take their job seriously to get the very best food in Australia. But they don’t take themselves seriously. What all Australians will start to feel from Coles is this unwavering enthusiasm, fun, and cheekiness," said Kinstan.
Smith St group creative partner, James Cowie, said there are incredible stories that sit behind the delicious food people buy at Coles.
"Now you can discover these stories everywhere from the shelf to your TikTok feed," he said.
