Coles has teamed up with News Australia to launch a national, year-round media program bringing together the retailer’s charity partners, community initiatives and support for Australian producers into one central content hub.

Running across the News Australia network, the ‘Coles in the Community’ program shares “inspiring stories of local heroes, producers and charities helping Australian communities thrive, building long-term brand trust where Australians shop”. 

Spanning digital, video, social and print, the campaign integrates tailored partner content across key mastheads including the Herald Sun, The Daily Telegraph, The Courier-Mail, The Advertiser, news.com.au and The Australian. The commercial initiative provides a dedicated destination for readers to discover how everyday grocery shopping directly supports local food relief, kids’ community sport, national charities and Australian producers. 

Coles General Manager of Brand & Marketing, Kate Bailey, says the retailer works with communities, producers and partners across Australia to help customers eat and live better every day.

“Working alongside News Australia gives us an authentic national platform to share these important stories and inspire shoppers to help us make a genuine difference across the country,” she says.  

Key elements of the campaign include:

• ‘Coles in the Community’ hub: Integrated navigation across key state mastheads providing a hub for community stories and Coles-backed initiatives. 
• Content series: Feature articles, videos and social content spotlighting key community partners including SecondBite, Foodbank, Redkite and Little Athletics. 
• Geotargeted regional delivery: Customised state and regional content connecting charity, sporting and farming initiatives with hyper-local audiences.

News Australia National Advocacy Director John Lehmann says Australians are increasingly looking for authentic, human stories behind the brands they support.

“Coles in the Community allows us to use our network reach to highlight the real people and grassroots organisations making a difference across Australia, helping Coles build deeper customer connections in their local communities,” he says.