CASE STUDY: Coles partners with MasterChef to gain awareness in Australia

Background

Coles and Woolworths operate in a near duopoly in the Australian supermarket category. Both have traditionally communicated value through weekly specials and catalogues that are tactical and price driven.

While Woolworths owned the positioning ‘Fresh food people’, Coles did not stand for anything.

Aim

Media agency UM was brought on board to help create a strong point of differentiation for Coles based on the chains' values. Research has shown that customers are looking for quality and friendly, helpful service.

Execution

UM chose to partner with MasterChef Australia, a spin off series from the BBC under FremantleMedia Australia, as the platform to establish Coles' values in the minds of consumers.

The partnership set out to promote meal solutions through easy recipes judged and approved by the chefs and judges on the show. Renowned Australian chef and MasterChef judge George Calombaris quickly emerged as the Coles ambassador.

Once the recipes were finalised, UM worked with Coles to ensure all the ingredients for each of the recipes were available and promoted through hanging posters, recipe cards and other point of sale materials featuring Calombaris in store. The recipes were made available online at Masterchef.com.au.

In addition to stocking the studio with Coles products, MasterChef contestants were also featured doing their shopping at Coles as part of a challenge to cook for a family of four for under ten dollars.  

Coles Liquorland joined in to promote a service matching wine with featured recipes on the MasterChef website.
 

Result

Coles achieved a significant increase in sales from the campaign. Lamb sales went up by 191 per cent, chicken up by 42 per cent and pork loins up by 13 per cent. Banana prawn sales increased by 190 per cent.