Coles signs News Australia deal for community campaign
A year-round commercial program will put charity partners, local producers and community sport across major news titles.
News Australia and Coles have launched a year-round commercial content partnership covering the supermarket’s charity work, community sport and Australian suppliers.
Called Coles in the Community, the program will run across digital, video, social, and print, with a dedicated content hub and articles in the Herald Sun, The Daily Telegraph, The Courier-Mail, The Advertiser, news.com.au, and The Australian.
The campaign aims to build customer trust by showing how Coles supports local organisations and producers.
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Charity partners feature
SecondBite, Foodbank, Redkite and Little Athletics will feature in articles, videos and social posts covering food relief, children’s sport and other community programs.
Kate Bailey, Coles general manager, brand and marketing, said: “Coles 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.”
Readers will be able to access the hub through navigation links on participating state mastheads.
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Regional content
The partnership also includes geotargeted content, with stories about charity, sporting and farming initiatives tailored to state and regional audiences.
John Lehmann, News Australia national advocacy director, said: “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.”
The program will run year-round, with state and regional stories distributed across News Australia’s digital, video, social and print channels.
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