Feeding the family for under $10 was the solution to deliver value to the Coles consumer, usurp Woolworths’ position as the Fresh Food People and ultimately differentiate Coles as a helpful supermarket that delivers true value. However, people didn’t believe they could feed the family for under $10. We needed to prove it.The new TV programme MasterChef was just launching in Australia. Through negotiations we were able to secure a segment in-programme where the contestants shopped at Coles and had to deliver a healthy meal for the family for under $10.We also negotiated the use of chef and MasterChef judge George Columbaris in Coles advertising to cement the association with the programme. From the couch to the checkout, the idea was seamlessly integrated across all communications channels: TV, online, print, catalogue and right through to point-of-sale.

For supermarkets, success is measured through sales. The sales we achieved across the four campaigns communicated through MasterChef were nothing short of outstanding.* Lamb sales up 191% on previous fortnight* Chicken up 42%* Pork Loins up 13%* Banana Prawn up 190%Shoppers had not only been exposed to the messages, but that they had been enticed by the recipes and believed in Coles' fresh and quality ingredients.

The “Value Meal” offering was no longer compromised as the shopper could see that we delivered on both affordability and quality – offering true value from Coles.