Coles is a big supermarket name in Australia, and to meet growing demand, the business has introduced customer fulfilment centres. However, it needed to boost awareness of these centres and the roles available within local job markets. Coles wanted to share its innovative adoption of new technologies, educate audiences on the CFCs’ roles in the company’s future, and drive applications through an honest reflection of what the job had to offer.

One of the big considerations for the project was inclusivity, so a video campaign needed to use real people rather than actors. The company decided to take a more emotive approach inspired by user-generated content, and devised a CFC tour with a twist. The video turned a complicated process into an entertaining story – who could be quicker, a person making a toastie or the employee delivering a tour? It showcased innovative technology alongside teams with personality.

It was delivered in multiple languages across social media and Google to potential candidates within 30 kilometres of CFC sites, based on their relevant interests, job titles and behaviours. ‘Toastie challenge’ generated more than 46,000 clicks and brought in more than 5.6 million impressions across all channels. On Meta alone, the campaign achieved 2.8 million impressions, resulting in 46,626 clicks to its job site.