Coles Liquor hands creative duties to AJF Melbourne

Coles Liquor has appointed AJF Melbourne to handle its creative and strategic duties following a competitive pitch, Mumbrella can reveal.

The agency will work across the supermarket giant’s three brands including Liquorland, Vintage Cellars and First Choice. It also sees AJF deepen its relationship with the parent Wesfarmers Group which it handles to Target and Officeworks accounts for.

Andrew Fabbro, AJF Partnership founding partner, said: “We are thrilled with the opportunity to help grow these prominent Australian brands, and it’s our job to drive greater effectiveness across all of their communications.”

Big Red handles the Coles supermarket account and has also worked on the Coles Liqour accounts in the past. It is unclear if they participated in the pitch process.

The appointment follows on from AJF Partnership Melbourne being named Australia’s Effective Agency of the Year at the Effie Awards last year.

AJF clients include Officeworks, GM Holden, Target, Lion, iSelect, IG, King Furniture, Beiersdorf, Valspar, Lindt, Campari, RAMS and Stan.

Miranda Ward