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NEWS COLES CAMPAIGN BACKS AUSSIE VALUES Coles has launched a new campaign, ‘Value the Australian way’, promoting the role the retailer says it plays in sustainably feeding all Australians and helping them lead healthier and happier lives. According to Coles, the new brand positioning champions the business as an organisation that lives at the heart of the nation and proudly supports team members, community partners, suppliers, and millions of everyday Aussie shoppers. As part of its new positioning, Coles has undertaken an ‘Australian kitchen census’ to uncover what Australians value most when it comes to cooking and sharing a meal. Coles surveyed almost 5,500 customers around the country to gain an understanding of Australia’s modern food values and how they shape approaches to shopping, cooking and eating in 2020 and beyond. Highlights from Coles’ kitchen census: • Family recipes are still favourites, with 42 per cent of surveyed customers saying childhood memories of food play an important role in how they cook today. • Responsible sourcing matters more – 35 per cent say animal welfare is extremely important to them when buying meat, with 63 per cent of customers surveyed in a separate study saying that responsible sourcing is important to them (up from 40 per cent in 2017). • A renewed appreciation for meals with family and friends – 60 per cent of surveyed customers cherish the time they spend with friends and family more now than six months ago. • Supporting Aussie farmers is key. Following the events of 2020, 61 per cent of customers surveyed in a separate study say they now care more about where their food is coming from, and 59 per cent of customers say they care more about buying Australian-made products. • More adventurous food choices – 65 per cent of surveyed customers agree that they are much more adventurous with their eating than their parents. • The way to the heart is though the stomach – 28 per cent of respondents agreed it is important for their partner to be a good cook. These insights are at the heart of the ‘Value the Australian way’ campaign which is said to feature “real Australian friends and families”, not actors. The new TV and radio advertisements are set to a reimagining of Missy Higgins’ 2009 hit Feel Like Going Back Home recorded especially for this campaign as a collaboration between Missy Higgins, Dingo Spender and the current lead singer of Yothu Yindi, Yirrŋa Yunupiŋu. COLES AND HEART FOUNDATION LAUNCH ONLINE HEALTH HUB Coles is on a mission to get Australians eating and feeling better, the retailer says, teaming up with the Heart Foundation to launch the Coles Health Hub. According to Coles, the online hub will include regularly updated information relating to exercise, diet, mental health management and social and community support. It will feature “tasty, heart-healthy”, exclusive recipes from the Heart Foundation, together with Coles recipes to support healthy eating and build healthier and happier lives. With useful tips and information that cover nutrition, exercise, health and wellbeing, Coles says customers can learn about the goodness of wholegrains for heart health, the difference between good fats and bad, ways to start exercising alone or with your family, and how to cook healthier family meals at home. “Caring for our health and happiness has never been more important than it is today,” Coles General Manager Media and Sponsorship Kate Bailey said. “We know from our own research that knowledge, motivation, temptation and time, as well as cost, are some of the key barriers our customers face when improving their health and happiness. “At Coles, we’ve taken significant steps to expand our health offering by increasing our focus on fresh food, eliminating artificial colours and flavours and introducing new affordable healthy meal solutions and product ranges, such as Wellness Road. “The launch of the Coles Health Hub is taking our purpose to sustainably feed all Australians a step further by helping customers to look after their health in a more holistic way, with credible and trusted advice on how Australians can manage their diet, physical activity and mental wellbeing. “We’ve partnered with the Heart Foundation for this important initiative because of its long-term commitment to the health of Australians, and its expertise around advice and information on nutrition and exercise as the basis for a healthy lifestyle.” 8 RETAIL WORLD OCT, 2020