Coles is launching a new campaign “Value the Australian Way” that focuses on the role it plays in sustainably feeding Australians and healthier eating habits.

The new brand positioning portays Coles as an organisation that is Australian-centred and supports team members, community partners, suppliers and millions of everyday shoppers.

As part of its new positioning, Coles has undertaken an Australian Kitchen Census to uncover what Australians value most when it comes to cooking and sharing a meal.

Coles surveyed almost 5,500 customers around the country to understand Australia’s modern food values and how they shape our approach to shopping, cooking and eating in 2020 and beyond.

Highlights from the Coles Kitchen Census include:

• 42% of customers say childhood memories of food play an important role in how they cook today.
• 35% of customers say that animal welfare is extremely important to them when purchasing meat and 63% of customers surveyed in a separate study say that responsible sourcing is important to them (up from 40% in 2017).
• 60% of customers cherish the time they spend with friends and family more now than 6 months ago.
• Following the events of 2020, 61% of customers surveyed in a separate study[2] say they now care more about where their food is coming from and 59% of customers say they care more about buying Australian-made products.
• 65% of customers agree that they are much more adventurous with their eating than their parents.
• More than a quarter of respondents (28%) agreed it is important for their partner to be a good cook.

These insights are at the heart of the Value the Australian Way campaign which features real Australian friends and families, not actors, and celebrates Australian culture.

The campaign was created by Coles' lead creative agency DDB Australia.

Coles Chief Marketing Officer Lisa Ronson said the Value the Australian Way campaign and Coles Australian Kitchen Census highlights the important role food and culture plays in Australian families and communities.

“As one of the first supermarket brands in the country, Coles has been at the heart of Australian society since 1914. Our purpose is to sustainably feed all Australians, so we understand the integral role food plays in our lives – and when it comes to how we shop, cook and eat, our new campaign Value the Australian Way celebrates our past and future,” Lisa Ronson said.

“We’re incredibly proud of the work and thank DDB Australia, Big Red, OMD and Mango for helping us achieve our ambitions.