Coles’ new retail offering Coles Local appoints Keep Left to handle creative and content

Keep Left has been awarded the creative and content account for Coles Local, an exciting new retail offering from Coles Supermarkets.

Coles Local is designed to inspire a love of quality food and provide a tailored, in-store culinary experience for the local community.

The first Coles Local store opened in Melbourne’s Surrey Hills on 13 November. The smaller format supermarket features 100% Australian grown fresh fruit, vegetables, meat and fresh seafood. It also boasts an in-store chef and exclusive products from speciality and artisan suppliers such as Meatsmith, MoVida, Brunetti and Laurent, with a strong focus on the environment and local community.

Peta Allsopp, head of local and special projects marketing at Coles, said the support of a creative and content agency that understood storytelling was essential to help differentiate the Coles Local brand in Australia.

Says Allsopp: “Coles Local is here to give local communities the convenience of a supermarket, with the character and experience of a speciality store and to make shopping, cooking and eating a joy.

“We were looking for an agency with a strong strategic, creative and digital skillset to help us launch this new brand in Australia and were impressed with Keep Left’s integrated offering.”

Keep Left’s scope of work includes creative and content production, including OOH and print advertising, bespoke magazine content and design, hero video production, always-on social creative and management of biddable media across Facebook and Instagram.  

Keep Left acting CEO, Caroline Catterall, said working with Coles Local had provided a great opportunity to road test the agency’s new in-house kitchen studio.

Says Catteral: “The Coles Local magazine shoot gave us the chance to put the space to the test and I’m pleased to say the feedback from the photographers and stylists was very positive. It’s a real bonus to have a fully-functioning kitchen in our Melbourne head office that we can use for recipe shoots, flat lays and to generally produce high quality food creative at a competitive price.”

Keep Left’s creative content team also currently work with Domaine Chandon, NEFF Australia and the University of Melbourne.

This news follows the opening of Keep Left’s Sydney office last month.