In print we trust; Coles ups ante on comms during Covid

At a time when misinformation and mistrust over Covid-19 are eating into public confidence, Coles has recognised the importance of established publishers as a key conduit for its advertising spend.

“We have been varying our media mix for our Covid messaging quite dramatically,” Coles’ chief marketing officer (CMO) Lisa Ronson said.

“With some of these messages, because they’re so sensitive and because our customers, and all Australians, are very anxious about it, we have to use trusted media. That’s why we’ve been putting a lot of our Covid messages into press as it’s one of the most trusted advertising mediums in Australia.”