Coles has unveiled its 2025 Christmas campaign in partnership with creative agency Smith St, celebrating the idea that Coles is the destination for “every kind of Christmas”, no matter the size or style of the celebration.
The campaign’s hero is an endearing Basset Hound donning festive reindeer antlers, who embarks on a journey through a range of Aussie Christmas scenes, from cosy ‘Friendsmas’ gatherings to laid-back backyard barbecues and traditional family lunches.
At each stop, he’s tempted by an array of Coles’ festive food favourites.
Kate Bailey, Coles General Manager Brand and Marketing, said the campaign reflects the supermarket’s role in helping Australians come together during the holidays.
“At Coles, we feel incredibly privileged to be part of so many Aussie Christmases and grateful to help families and friends make their celebrations special,” Bailey said.
“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 integrated campaign features an omnichannel strategy spanning in-store, owned, paid and earned media.
Messaging highlights the quality and value of Coles’ seasonal range, including its award-winning hams and seafood, Coles Finest Entertaining products, and specialty desserts designed to make celebrations memorable.
Psembi Kinstan, Chief Creative Officer at Smith St, added: “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.”
Credits
Client: Coles
General Manager – Brand & Marketing: Kate Bailey
Head of Brand & Media: Lauren Shepherd
Senior Marketing Manager: Zoe Garkinis
Marketing Manager: Kailah Symons
Media Manager: Stephanie Krstevski
Social Media Manager: Elle Gardiner
Agency: Smith-St
Production Companies: MOFA/Maker
Post production: ARC/Tom Marley/Sarah Jones
Sound: Rumble/SMR/Level 2
Photography: Jesper Nielson
Content marketing agency: Medium Rare
Basset Hounds:
Archie, Monty and Lola