Coles, in partnership with Smith St, has unveiled its 2024 Christmas Season campaign. The campaign portrays Coles’ team members as a group of magical elves working with Aussie farmers, growers, and suppliers to make Christmas more delicious. The campaign includes sourcing ocean-caught Aussie banana prawns and handpicking juicy Aussie mangoes and cherries.

The integrated campaign has hundreds of touchpoints across in-store, owned, paid, and earned media. The campaign messaging focuses on the quality and value of Christmas centrepieces like award-winning hams, responsibly sourced Coles’ seafood, fresh mangoes, and easy desserts.

"Christmas is a time of magic, joy and coming together with family and friends but we know it can also be a busy and stressful period for customers. This Christmas, Coles is helping Aussies deliver a delicious Christmas with an exciting range of easy and affordable products for every table," said Bianca Mundy, Head of Brand, Media and Content at Coles.

Smith St, part of DDB Group Melbourne, is a bespoke organisation built to manage the communications business of Coles Group. Smith St is a world-class agency model created by Omnicom, integrating creative, media, data analytics, and production all within a single agency. Smith St has a partnership with Deloitte to bolster the data and marketing technology capability.

"Christmas is all about sharing delicious food together with the people you love. It’s great to be able to spread a little magic on the occasion," said Psembi Kinstan, Chief Creative Officer, Smith St.