Coles leans into warmth and value with 2025 Christmas campaign

Coles has launched its 2025 Christmas campaign via Smith St, positioning the supermarket as the destination for “every kind of Christmas” as households balance tighter budgets with a desire for meaningful celebrations.

The work centres on a Basset Hound wandering through a series of Australian festive moments - from backyard barbecues to shared ‘Friendsmas’ gatherings - underscoring the brand’s focus on variety, inclusivity and food as the anchor of holiday connection.

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The creative continues a consistent category narrative: emotional warmth paired with value messaging. Coles will spotlight signature products across ham, seafood, desserts and its Coles Finest range, backed by a broad omnichannel rollout.

“Christmas is about bringing people together, and we’re proud to help Aussies enjoy a delicious, affordable celebration,” Kate Bailey, Coles general manager brand and marketing, said in a press release.

Smith St chief creative officer Psembi Kinstan said the campaign taps into simple festive truths. “In some ways, the Basset Hound is all of us,” he said. “He understands Christmas is about sharing food with the ones you love most.”