Coles gives Christmas cooks a cover story via Smith St

Coles is inviting Australians to claim credit for its Christmas food in a new campaign by Smith St, with hosts hiding packaging and intercepting deliveries to protect their culinary reputations.

‘Take the Credit This Christmas’ promotes the supermarket’s Own Brand festive range across paid, owned and earned channels. Created by the bespoke Omnicom Oceania agency, the campaign taps into the appeal of spending less time cooking without sacrificing the compliments.

Hiding the evidence

The hero film follows Australians covering their tracks before Christmas guests arrive, from stopping delivery drivers at the front door to disposing of telltale packaging.

It is set to Buster Poindexter’s rendition of ‘Zat You, Santa Claus’.

Coles general manager and brand and marketing manager Kate Bailey said the campaign reflected what customers wanted from Christmas hosting.

“At Christmas, people want to spend less time stressing in the kitchen and more time with the people who matter most. Our Own Brand festive range helps make that possible, delivering quality and convenience without compromise.

“We love that this campaign celebrates those little moments of festive ingenuity that so many Australians can relate to.”

Taking the credit

The campaign links Coles’ Christmas advertising with its retail activity, with creative adapted for different audiences and channels throughout the festive period.

Executive creative director Giles Watson said the idea came from the pleasure of pulling off a shortcut.

“There’s a special kind of joy in getting away with something. A cheeky, smart little hack that makes you feel like an absolute winner. That’s the feeling we wanted to bottle, and Christmas is the perfect stage for it.

“Every year, brands compete to tell the warmest, most emotional festive tale. We saw an opportunity to go in a different direction and create a campaign built on a more relatable truth. People love looking good, especially when they’ve found an easier way to do it.”

Credits

Agency: Smith St
Client: Coles
Chief Customer Experience Officer: Michael Courtney
General Manager Brand & Marketing: Kate Bailey
Head of Brand, Media and Content: Renee Barton
Senior Marketing Manager: Jessica Mitchell
Marketing Manager: Melissa Oliver

Production Company: FINCH
Director: Freddy Mandy
MD: Corey Esse
EP: AnnaTara Clark-Sneddon
Producer: Jackie Adler
DOP: Jeremy Rouse
Production Manager: Juliet Smith
Production Designer: Lucinda Thomson
Food Stylist: Caroline Velik
Costume Designer: Sophie Knox
Casting Director: Megan D’Arcy @ Nick Hamon

Post House: Arc Edit Melbourne
Editor: Lucas Baynes
Grade: Martin Greer
Online: Jamie Scott
Sound: Matt Thompson