Coles has reaffirmed its commitment to becoming Australia’s most sustainable supermarket, with a campaign commencing on Sunday 26 July via DDB Australia.
As part of its sustainability efforts, Coles has committed to no longer give away collectible plastic toys as part of its rewards program.
The national campaign is based on Coles’ ‘Together to Zero’ pillar in its sustainability strategy, which was first revealed in March, as well as the “Better Together” pillar.
The 60-second spot features a montage of Coles throughout history, showing the impact Coles has had across several generations. The spot ends in the line: “Together to zero: zero hunger, zero waste, and zero emissions. For generations to come.”
The campaign launches with the 60-second spot above, followed by a series of 30-second spots. The campaign will also be on digital and out-of-home.
Lisa Ronson, chief marketing officer at Coles, said: “As part of our ‘Together to Zero’ mission, we’ve been reviewing our marketing campaigns through a sustainability lens. While very popular, we must listen to our customers who say their priorities are changing.
“We are proud to be now using our marketing platforms to raise awareness of our sustainability ambition which is focussed on acting together now for generations of Australians ahead. We are on a journey and understand our responsibility to minimise our environmental footprint and to show leadership in protecting our planet and climate.”
Leif Stromnes, DDB Australia managing director of strategy and innovation, said: “Coles’ Sustainability Strategy could not come at a better time. We all have a role to play to make Australia, and the world, a better place for future generations, and Coles’ aspirations towards zero hunger, zero waste and zero emissions are incredibly important steps towards that goal.
“It’s been a privilege to partner with Coles on this project, and support them in their ambition to become Australia’s most sustainable supermarket.”
– Leif Stromnes