Coles' Christmas Campaign Stars Festive Basset Hound
Coles has launched its 2025 Christmas campaign in partnership with bespoke agency Smith St, celebrating the Aussie supermarket as the destination for “every kind of Christmas,” no matter the size of the celebration.
The campaign stars a basset hound decked out in festive reindeer antlers as he embarks on a quest for Christmas treats. Along the way, he discovers all sorts of Aussie Christmas celebrations, from cosy ‘Friendsmas’ get-togethers and laid-back backyard barbecues, to big family lunches, and everything in between. At each stop, he’s tempted by an array of Coles food products he wishes he could try himself.
Kate Bailey, Coles brand and marketing GM, said, “At Coles, we feel incredibly privileged to be part of so many Aussie Christmases and grateful to help families and friends come together to make their celebrations special.
"This year, we’re proud to help Aussies enjoy a delicious Christmas with our exciting range of easy and affordable products -- from unique and innovative Own Brand creations to award-winning favourites like ham and pavlova.”
The spot is a departure from the brand's 2024 Christmas campaign, which featured Coles’ team members as a group of magical elves working together with dedicated Aussie farmers, growers, and suppliers.
Smith St CCO Psembi Kinstan said, “It’s a privilege to make a Christmas ad filled with so much warmth and heart. In some ways, the basset hound is all of us, he understands that Christmas is all about sharing delicious food with the ones you love most.”
This year's integrated campaign features an omnichannel strategy, tailored to meet the seasonal needs of Aussie customers across in-store, owned, paid, and earned media channels.
Campaign messaging spotlights the quality and value of this year’s finest festive food selections -- from iconic Christmas favourites like award-winning hams and seafood, to the Coles Finest Entertaining range, and indulgent speciality desserts crafted to make celebrations truly memorable.
Coles is the latest Australian brand to launch its Christmas marketing campaign, following Myer, Westfield, and BIG W.
