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 & 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.
“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.
“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,” said Catterall. “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.”
On the eve of its 17th birthday, communications and content marketing agency, Keep Left, has opened its first office in Sydney.
The office will be led by long-time team member Libby Britten, who has been promoted to Strategy & Client Services Manager and will lead the growth of the company’s PR, creative and performance clients headquartered in Sydney.
Keep Left has also bolstered its management team with the appointment of Susan Horn as Head of Content Marketing and Creative Services. Horn first established Keep Left’s consumer division in 2007, and in the last eight years has worked at L’Oréal and Fonterra in general brand marketing roles, before rejoining Keep Left in September 2017.
Horn will lead Keep Left’s portfolio of content clients including the University of Melbourne and NEFF Australia, as well as providing creative leadership to the agency’s thriving creative production studio.
Completing the growth trifecta, former General Manager of Vizeum and Posterscope, David Campbell, has joined the Keep Left management team in a commercial advisory capacity.
Campbell will work with the Keep Left management team on the implementation of the agency’s three-year strategic plan and key initiatives associated with this.
Keep Left CEO, Gillian Gosling, said the appointments would help Keep Left prepare for its next phase of growth as it edges closer to full-service.
“Keep Left has doubled in size since the launch of our integrated offering and we plan to continue the growth while promoting a high-performance culture in the next three years.
“It’s only natural for us to have feet on the ground in Sydney and we’re confident that this, combined with the recent management appointments, will take the agency to the next level,” she added.
Gosling will be on maternity leave from mid-October, handing the CEO reins back to Founder Caroline Catterall for six months. As Acting CEO, Catterall will oversee business strategy, people & culture, client satisfaction and finance.