Coles launches latest Christmas campaign showcasing diverse Australian celebrations

Australia – Coles has unveiled its Christmas campaign for this year in partnership with creative agency Smith St, highlighting the supermarket’s role as the destination for “every kind of Christmas,” regardless of the size or style of the celebration.

The campaign centres on a Basset Hound wearing festive reindeer antlers who sets off in search of Christmas treats. Along his journey, he encounters a variety of Australian holiday traditions — from small “Friendsmas” gatherings and relaxed backyard barbecues to large family lunches — each featuring a spread of Coles food products.

Kate Bailey, general manager of brand and marketing, said, “At Coles, we feel incredibly privileged to be part of so many Aussie Christmases and grateful to help families and friends come together to make their celebrations special. This year, we’re proud to help Aussies enjoy a delicious Christmas with our exciting range of easy and affordable products – from unique and innovative Own Brand creations to award-winning favourites like ham and pavlova.”

The campaign adopts an omnichannel approach spanning in-store, owned, paid, and earned media. Messaging throughout will emphasise the quality and value of Coles’ festive offerings, including its award-winning hams, seafood, Coles Finest Entertaining range, and specialty desserts.

Meanwhile, Psembi Kinstan, chief creative officer of Smith St, commented, “It’s a privilege to make a Christmas ad filled with so much warmth and heart. In some ways, the Basset Hound is all of us, he understands that Christmas is all about sharing delicious food with the ones you love most.”