Coles has extended its What's for Dinner cooking campaign to inspire Australians spending more time at home in the kitchen during the coronavirus crisis.
In early April, Coles partnered with Channel Seven and some of Australia’s most well-known chefs and cooks to create cooking segments that showcase easy, affordable, and delicious recipes using simple pantry ingredients.
Each night on Channel Seven during the six o'clock news, Coles’ What's for Dinner segment features chefs including Luke Mangan, Darren Purchese, Matt Stone and Kylie Millar sharing favourite recipes they have filmed themselves preparing in their own homes.
Coles chief marketing officer Lisa Ronson says the initiative has resonated well with customers looking for tips and tricks on family favourites and go-to meal ideas for home cooking.
“We are so grateful to the Coles and Channel Seven teams who have pulled this initiative together in record time to give practical and fun ideas on planning dinner every night,” she says.
“We have been absolutely delighted with the response from our customers, and the chefs from who have welcomed Australians into their own homes to help in a meaningful and authentic way.
“We are extending the segment until 30 June which means our favourite Aussie chefs can keep in touch with the customers who love their food while they wait for the restaurants to re-open.”
Seven West Media chief revenue officer Kurt Burnette says the idea came to life in record time.
“A simple and positive message, through relevant and meaningful information in a sea of uncertainty and negativity is a powerful message to give,” he says.
“The end to end process and action from the combined teams of Seven, Coles and OMD is a live example of the great work going on with companies looking to stand out.
“To help inform, entertain and provide for Australians in different ways in these incredibly difficult and challenging times.”
Following the news bulletin, the cooking segments and recipes will be available on Coles’ YouTube channel, Coles Facebook and Instagram pages and its website.
The supermarket giant also recently released a national advertising campaign to thank its team members for their hard work, particularly during the COVID-19 crisis.
The work featured brand ambassador Curtis Stone filming himself inside his home thanking 120,000 team members.
It also released a full-page print ad in newspapers to introduce a limit on toilet paper, following widespread panic-buying.
The new campaigns come off the back of Coles adding DDB and TBWA to its roster alongside Big Red to help with customer communications.
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