Coles’ “As Seen On” aisle displays items trending on TikTok


As Coles joins the TikTok revolution, a new aisle section – “As Seen On” – has launched in stores in honour of the most downloaded app in 2021. 

Customers can head to the “As Seen On” section for the recipe ingredients and products they’ve seen trending on TikTok (and Instagram), to give social media savvy shoppers their pick of the most talked-about items. 

As feta pasta, the burrito wrap hack, salmon bowls and pesto eggs went viral, the way customers purchase ingredients changed, with the recipes and products garnering attention on social media encouraging an increase in Google search volumes for these ingredients. Coles saw a link between Google searches and its internal search queries on its Coles Online website. 

Spearheaded by Coles senior marketing manager and diehard TikTokker, Stephanie Oh, the Coles TikTok will feature new products, sustainable tips and tricks, recipe hacks and more. 

“We’re passionate about our stores, our people and our Own Brand Coles Products – and especially about helping feed Aussie families sustainably today and into the future, this will be a strong feature of our Tiktok content,” Oh said. 

“We’re going to be fun to follow as you’ll always learn something new, or get hyped about something you’ve just seen from Coles. But it won’t just be us talking about ourselves, we’ll be talking to customers and making loads of content based off these conversations.” 

TikTokColes joins TikTok as the #tiktokmademebuyit hashtag hit over 10 billion views and #colesfinds hit one million views. With 66 per cent of users agreeing that TikTok has helped them decide what to buy, and 74 per cent saying that the platform inspired them to find out more about a product or brand online, Coles looks forward to inspiring shoppers in the “As Seen On” aisle. 

Coles TikTok officially launched last week on 31 March, and while the dedicated “As Seen On” aisle seems great, it ain’t real! 

“As much as we would love to put our salmon in the same aisle as our pesto and our pasta, we might just leave it in the fridge,” Oh said. 

“When we recognised the launch of our TikTok channel coincided with April Fool’s Day, we couldn’t resist. As much as our customers would love an ‘As Seen On TikTok’ aisle, our products will stay where they are, for now. Our friendly Coles team members can point all TikTok trend lovers to your favourite product locations in-store. Happy shopping!” 

Watch Coles’ April Fool’s TikTok and follow the account here. 

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