Coles moves into Woolies’ freshness territory
Coles’ new blockbuster TV ad aired last night in a move that squares the supermarket giant up to rival Woolworths in the freshness stakes.
The 45-second long ad features celebrity chef and Coles ambassador Curtis Stone. It features images of wholesome produce being picked to the tune of “There’s no freshness like Coles freshness,” a pastiche of the famous Irving Berlin song.
Coles today said it would be reducing the cost of fruit and vegetables by up to 50 per cent, moving into what has famously been Woolworths’ territory.
People will hate it because the singing isn’t shit enough.
Maybe Ted has had a long running family vendetta to destroy Coles and finally after years of waiting patiently he is fulfilling his evil plan….
I shop anywhere but Coles (Ted does too!)….
There are three things that annoys me about this ad:
1) It’s what Woolies did a week ago but a worse version.
2) Didn’t they only launch their other terrible ad two weeks ago? Talk about brand confusion.
3) It’s absolutely cringe-worthy.
The song is terrible and so, so corny/annoying. Almost as annoying as the big red hand ad.
There’s no school like the old school.
Ah Coles fresh, fresh as the vomit from the people who watch this spot.
Who freezes and thaws fresh veggies?
No-one
But at least you now know coles doesn’t!
I love it. It’s very catchy, puts a smile on my face and definitely bonds me with Coles.
I also think the continual ‘refreshment’ of new ads now makes them so much ‘fresher’ than Woolies. They’re certainly going to get my money on fruit and veges.
Borderline deceptive, to state loud and proud that they don’t freeze or thaw their fruit and veg. Obviously this is designed to make you believe that freezing and thawing is standard practice at other supermarkets, which it isn’t.
Kinda like saying “At Coles, we don’t hire known child sex offenders”. The statement may be true, but the subtext is pretty grubby.
It’s really a race to the bottom between the duopolists. And it’s hardly edifying stuff.
Love it.
So glad I bought Wesfarmers shares a while back.
Keep it up fellas.
Mute the audio and it is vaguely watchable. Enough of the reworking of old showtunes. What’s next? “Singin’ In the Rain” becomes a lavish “I’m Shopping in Aisle 4” with pensioners performing choreographed shopping trolley moves Esther Williams style? If so, you read it here first.
Can someone help me understand this ad, please? “We never freeze, we never thaw”? Do any of the supermarkets freeze and thaw their ‘fresh’ fruit and veg?
Read between the lines…
“We never freeze or thaw our fresh AUSSIE fruit and veg.”
Yes, we only do that to the cheap imported crap.
They obviously have never shopped at Coles Warwick WA. Fruit and veg is #$&*. Not fresh at all. Hopefully we will see a change there.
yeah, its pretty disgusting, unfortunately the majority of the population will buy into it.
Woolies Get Your Gun . . .
Wow, advertising creatives are so creative and stuff…
seriously, how can you all call yourselves creative after this?
Coles veges at Broadway are frequently rotting or extremely old. It’s really gross, especially considering they must throw away tonnes of barely expired food every day, but mouldy onions are A-OK
At least I have my farmers markets!
Woolworths is playing follow the leader, first time in many many decades.
I just saw this spot this morning, whilst watching Today (or it might have been Sunrise – hard to tell this week). It’s marginally better than the Normie Rowe train wreck – but let’s be honest, that wouldn’t be hard.
I assume Curtis Stone is getting paid a huge amount to ruin his personal brand and ensure he’s never taken seriously again!
i just walked into Coles and certain fruit and veg were SO cheap, i felt like i was sodomising some poor aussie farmer.
How stupid do Coles think we are “we don’t freeze and we don’t thaw our fruit and vegetables”. I know annoying ads draw attention but all this has done is to stop me shopping at Coles.
This screams CLIENT AD. No self-respecting creative would sign off this.