Whole Kids calls for tighter junk food laws

Organic snack food company, Whole Kids, has called for tighter junk food marketing laws in the lead up to Halloween, and is encouraging parents to favour healthier foods during the night’s festivities.

Whole Kids says that as Halloween has gained popularity within Australia, the rise in childhood obesity has also increased dramatically with one in five Australian children and adolescents now being classified as overweight or obese.

“Every day Australian children are bombarded with advertising messages for sugary soft drinks, lollies and chocolate,” says James Meldrum, cofounder of Whole Kids.

“The advertising tends to significantly increase in the lead up to Halloween.”

Meldrum is calling for tighter regulations in regards to junk food marketing in order to encourage healthy eating habits.


Kellogg helps tackle world hunger with Breakfast for Better Days [video]

In support of World Food Day, food manufacturer, Kellogg Australia, has launched its Breakfast for Better Days initiative.

World Food Day, to be held on 16 October, was established by the Food and Agriculture Organisation of the United Nations to help fight against global hunger.

Kellogg Australia is throwing its weight behind the initative by asking its employees to take time out of their day to build Christmas hampers for the hungry, which will then be distributed by food relief organisation, Foodbank.

The company will also give away a serve of food for every share or 'like' that its World Food day YouTube video receives over the next month. This forms part of Breakfasts for Better Days' commitment to provide 1 billion serves of cereal and snacks to children and families in need around the world by the end of 2016.

Launching on 16 October, the video highlights Kellogg's efforts to help tackle global hunger, and consumers can post the video to their social media sites, along with stories of their own hunger relief efforts, using #feedingbetterdays.

This campaign is similar to once launched by iconic spread, Vegemite, to help celebrate its 90th birthday. For every like Vegemite receives on its Facebook page, one jar of the spread will be donated to Foodbank.


Vegemite celebrates 90th birthday with Facebook campaign

To help celebrate its 90th birthday, Vegemite has launched a large-scale digital marketing campaign, asking consumers to help celebrate the brands milestone by visiting its Facebook page.

For every 'like' Vegemite receives during the month of October, the brand, together with its suppliers, will donate one jar of Vegemite – up to 90,000 jars in total – to food relief agency, Foodbank.

With its official birthday on 25 October, Vegemite is asking consumers to start their day with some of the iconic spread, and share it with fellow Vegemite fans on social media, using the hashtag #Vegemite90.

Darren O'Brien, managing director – foods said, "In today’s digital age, we felt that an online callout was the best way to enable Australians in every corner of the country and the world to share the 90th birthday milestone in a very real and personal way. Vegemite is a brand that is owned by all Australians and on October 25 we are asking everyone to start with Vegemite and remember the last 90 years, while looking forward to a bright future."

O'Brien said the key to Vegemite's success over the years has been its ability to adapt with the times, arguing that the brand is as relevant and loved today as it was when it launched in 1923.

"Many things have changed since then, but Vegemite is still our favourite breakfast spread and still one of the world’s richest known sources of B Vitamins," he said.

Earlier this year, Vegemite's owner, Mondelez International – formerly Kraft – kicked off the “Start with Vegemite” campaign which highlights the spread's versatility and reminds consumers of its nutritional value.


Devondale ad banned due to ‘misleading’ content [video]

An advertisement from dairy company Devondale has been banned by the Advertising Standards Bureau as it considered the commercial to be misleading to members of the public.

The “Glowgirl” ad, which is one advertisement in a range created by Melbourne based communications agency DDB, depicts a young school girl going about her daily routine whilst glowing green. The end of the advertisement sees the girl reading a book at outside at night, illuminating the pages with her own glow.

The camera then pans to a closeup of the girl's glowing face as text comes across the screen reading: “Preservatives have consequences”

As reported by Mumbrella, the ad was launched over a month ago and has since attracted a number of complaints including: “We believe this advertisement is misleading to children because it seems to imply that preservatives make you glow green. This would confuse children and is in fact incorrect.” 

And: “This advertisement specifically implies that consumers should fear additives and preservatives, and goes so far as to show a girl glowing, implying that the preservatives she has consumed have caused it. This is completely ridiculous and is basically fear-mongering.”

Devondale originally defended the ad stating that the ad was intended to be ‘humorous and not taken literally’ and while the board agreed that the ad was humorous the final ruling concluded that:  

“The Board considered that the overall effect of the advertisement, through the use of the phrase ‘preservatives have consequences’ in conjunction with the depiction of a girl with glowing green hair, amounts to an overall message which would be considered misleading by reasonable members of the community.”

Devondale have since edited the advertisement to use the phrase “What are you feeding your kids?”




Lindemans launches million dollar global ‘sunshine’ campaign

Australian winemaker Lindemans has launched a million dollar campaign around the phrase “It’s the sunshine that makes it”.

The brand which comes under the umbrella of Treasury Wine Estates, will be spending $1.6m in Britain alone over a 17-week period. The campaign will be split into two phases; phase one will be active from now until the end of October, and the second run will commence mid-year – the Northern Hemisphere’s spring, The Sydney Morning Herald reports.

The campaign as its tagline suggests, is heavily weighted in sunshine and outdoor imagery and will have a strong online presence in addition to other above the line advertising.

'I think the sunshine represents what we stand for at Lindeman's, which is living positively and embracing a life balance, so as a brand team we thought sunshine was a good metaphor for that,'' said Michelle Terry, Lindemans' managing director.

''Our idea is that sunshine transforms the way people feel and we certainly think that … when people reach for a glass of Lindeman's then hopefully the idea that Lindeman's contains at least 1000 hours of sunshine in every drop does translate.''

The winery’s move to zone in on the concept of ‘sunshine in a bottle’ is indeed a bold one. Most Australian winemakers have a tendency to steer away from the concept as it communicates a ‘cheap and cheerful’ image – one that Lindeman’s is hoping to turn into a positive.

Terry says that her team is excited about the campaign and dismissed concerns that the sunshine concept could backfire amongst local drinkers.

''It's something that is well received by consumers out there in the world, which we can see by the enduring popularity of Lindeman's,” said Terry.

''We are the No.1 Australian wine brand in Sweden, Norway, The Netherlands and now Canada, so I'm not concerned at all and I think Lindeman's is well renowned for its great taste and flavour.''


Kellogg’s Nutri-Grain launches reality iron man show

Kellogg’s Nutri-Grain together with Sydney based marketing agency Brand Faction, are about to launch a new eight part Ironman reality TV show.

The show, titled Deep Water, will be hosted by legends in the Ironman scene, Zane Holmes and Wes Berg and Joel Parkinson and will see the athletes take on extreme challenges in a bid to win $100k.

Ian Blackhall, marketing manager for Kellogg Australia said that the creation of the series represented new territory for the brand.

 “This is new territory for the Nutri-Grain brand but we wanted to create a platform for the Ironman athletes to showcase their capabilities and personalities outside of the Ironman Series,” said Blackhall.

“They’re phenomenal athletes but they’re also just a great bunch of guys and role models for teens everywhere. We think this reality series will enable consumers to connect more closely with the Nutri-Grain Ironmen.”

During 2013, Kellogg’s has revamped the Nutri-Grain brand with new packaging, branding and advertising as well as taking control of the 2014 Nutri-Grain Ironman and IronWoman Series.


Murdoch University suggests masterchef is a ‘pressure valve for emotion’

New research from Western Australia’s Murdoch University has suggested that Australia’s love of sport is comparable to the nation’s obsession with reality television show, MasterChef.

Researchers, Dr Felicity Newman and Dr Barbara Evers contend that changing social views on public emotion have led to the creation of new outlets for emotional display.

The researchers discuss the term ‘quest for excitement’ which was coined by Elias and Dunning to describe society’s search for a balance between restraint and pleasure in relation to sport. The term suggests that as our society has become more civilised, strong emotions such as violence and lust have moved behind closed doors.

“A civilised society doesn’t have public hangings. But this has led to a less exciting society,” said Evers.

“In looking at the MasterChef phenomenon, we believe the show fits into a ‘quest for excitement’, because it allows people to give up emotional control, albeit in a very controlled way. We call it contemporary culinary sport.”

Newman and Evers have identified ways in which the show creates tension – the contrast of a specialised profession with a ‘soap opera style’ production.

 “MasterChef claims to be educational and aspirational – the quest for the best chef – but this doesn’t fit well with its soap opera style. The cast is expected to be interesting, but also skilled, which leads to emotional outbursts,” Dr Newman said.

“The vulnerability and tears reveal the inherent tension between professionalism and drama in the kitchen. In the real world, they don’t go together. I’ve worked in professional kitchens and it is very rare to see anyone have a breakdown because their kingfish Carpaccio doesn’t turn out.”

The researchers also point to casting on the show as being somewhat constructed around sexual, gender and ethnic stereotypes.

 “Our research is ongoing, and will include a look at how class, gender, sustainability and education are represented on the show,” the researchers said.


Mondelez aims to break “coffee coma” with Carte Noire launch

Mondelez International plans to grow the coffee category in Australia and pull consumers out of their "coffee coma" by launching a premium new brand, Carte Noire.

Carte Noire is France's number one coffee brand and Mondelez International, formerly Kraft Foods, is the world's second biggest coffee company, but up until now it didn't have a presence in Australia.

"It’s very exciting that we’re bringing Carte Noire as a global brand into Australia, and also into a number of countries like the Netherlands," Darren O'Brien, managing director, Foods, at Mondelez International, told Food magazine.

"As we speak, we are rolling this brand out because we truly believe that it is a unique, fantastic tasting coffee that we want to get geographic expansion with."

The Carte Noire launch comprises the Carte Noire Millicano Wholebean Instant coffee as well as the classic Carte Noire instant coffee, now available in all Woolworths, Coles and Metcash stores.

The Millicano offering combines instant coffee with finely-milled beans, whereas the classic Carte Noire is a premium freeze-dried instant coffee.

To support the new products, Mondelez International has launched an intensive new marketing campaign, with a strong 'Fire and Ice' theme.

"The essence to getting the right flavour and the right aromas in coffee is around the roasting process, and so fire and ice – that’s the theme around our advertising campaign – is about the precise moment in which you actually put this cold shower of water into the roasting process, which basically stops the roasting process in its tracks. That’s where the flavours and the aromas are captured and that’s really what determines the personality or the flavour and taste of the coffee, and that’s the fire and ice roasting process we use for Carte Noire," O'Brien said.

The fire and ice theme that can be seen in the new campaign plays a key role in separating the brand from its competitors.

"It [the TV ad] is very different from [the rest of] the coffee space. It doesn’t open up in a kitchen, it doesn’t have lovely music, it’s not about reminiscing about your childhood. It’s actually a full-on action scene out of which we want to get the break through and bring people’s attention to Carte Noire and the fire and ice message. We’re going to be continuing that through everything we do."

This will include targeted sampling to over half a million homes and in-store promotions and activities which aim to break consumers out of their routine coffee purchasing habits.

"We’re doing some terrific things in-store in terms of how we can disrupt what we call the coffee coma, where people are just going through the coffee aisle on auto-pilot and making a choice that they’ve regularly made. Part of the reason is that they haven’t had a lot of innovation to choose from in coffee in recent years, particularly not in instant coffee, and so we think that bringing innovation and great taste and being able to disrupt that coma and awaken people to Carte Noire .. is what’s going to make this successful," O'Brien said.

Australians already drink a lot of coffee, and have quite high expectations when it comes to their daily hit, O'Brien admits, but Carte Noire's launch isn't about simply adding another brand to the mix, it's about achieving category growth.

"In this very concentrated retail market, any proposition that doesn’t bring category growth is not that exciting for the retailers, and so certainly we want to bring innovation to the category and get category growth because this is very much about premiumisation," he said.

"Because they [Australians] are already leaders in terms of scale and how much they drink, the real question is how much more premium coffee can they drink?"


Mondelez launches new coffee range [video]

Mondelez International, formerly Kraft Foods, is launching France's number one coffee brand, Carte Noire, into the Australian market.

A new marketing campaign, commencing this Sunday, will coincide with the product's launch and will include TV and outdoor advertising as well as product sampling.

The Carte Noire 30 second ad features a choreographed battle between the world of ice and the world of fire, until the two elements finally unite.

A Mondelez International statement explains that the ad campaign intends to communicate the notion that "Carte Noire is born from contrasts by revealing how the alchemy of the fire and ice roasting process creates a strong and beautiful intensity."



Brancott Estate launches global ‘pioneers’ marketing campaign

One of the Marlborough regions pioneering wineries, Brancott Estate is celebrating its 40th anniversary with an emotive marketing campaign that positions the brand as the ‘Pioneers of Marlborough’.

The Pioneers campaign commenced last week and will run till mid October with a focus on Marlborough Sauvignon Blanc and Brancott Estate Flight. Brancott Estate was the first winery in the now world-famous Marlborough region to plant Sauvignon Blanc and the first to craft Pinot Noir in the region.

Emma Donnellan, International Marketing Director for Pernod Ricard New Zealand said that the creative for the television commercial is based around the concept of chalkboard art which is synonymous with people formulating innovative ideas.  

“As well as being the first, pioneers are seen as people who forge new ground, who aren’t afraid to take risks and who set the benchmark for others to meet,” said Donnellan.

“Brancott Estate is more than just the creator of the first Marlborough Sauvignon Blanc. We planted in Marlborough at a time when it was considered too cold to grow grapes, and experimented with varietals unfamiliar to New Zealand wine drinkers at the time, varietals like Sauvignon Blanc and Pinot Noir.”


Barilla chairman angers gay rights activists

Guido Barilla, chairman of Italian pasta company Barilla has sparked anger amongst gay rights activists and politicians by stating that he would not consider using a gay family to advertise the brand.

Guido Barilla said that he would only portray the ‘classic family’ in the company’s advertisements and that consumers should choose a different brand of pasta if they objected, The Guardian reports.

"For us the concept of the sacred family remains one of the basic values of the company," he told Italian radio on Wednesday evening. "I would not do it but not out of a lack of respect for homosexuals who have the right to do what they want without bothering others … [but] I don't see things like they do and I think the family that we speak to is a classic family."

"If they (homosexuals) like our pasta and our message they will eat it; if they don't like it and they don't like what we say they will … eat another."

The chairman’s comments prompted the head of Equality Italia, Aurelio Mancuso to launch a boycott against the company.

"Accepting the invitation of Barilla's owner to not eat his pasta, we are launching a boycott campaign against all his products," said Mancuso.

MP for the opposition Left Ecology Freedom Party, Alessandro Zen said that he will be taking part in the boycott and encouraged others to do the same.

"Here is another example of Italian homophobia. I am taking part in the [Barilla] boycott and invite other MPs – at least those who are not resigning – to do the same."

Barilla has since issued a statement apologising for his remarks, stating that he was simply trying to draw attention to the role that women play in the family.

"I apologise if my words generated misunderstandings or arguments, or if they offended the sensibilities of some people," the statement read.


Brownes launches new Save WA Dairy campaign [video]

The people of Perth are the guest stars of a new campaign aimed at promoting Western Australia's dairy industry.

The state's oldest dairy, Brownes, enlisted the help of 15 regular citizens who have a passion for protecting Western Australia's dairy industry.

The campaign, Save WA Dairy, was launched on 22 September and comprises a series of television ads with the West Australian locals sharing their personal message of support for farmers in the south west.

Brownes managing director Ben Purcell said there is a serious issue behind the campaign, with more than 300 million litres of milk trucked into Western Australia from the east coast every year in the form of yoghurt, cheese and other dairy products, when local dairy farmers have the capacity to supply the entire state, if given a fair price.

"We know from the most recent industry report conducted by the WA Farmers’ Federation that returns to dairy farmers are critically inadequate, and that many operators are facing the wall simply because they struggle to get a fair return," he said.

"That same report from the end of 2012 said the industry will be in dire straits if that doesn’t change. At Brownes, we’re not going to just sit back and watch that happen."

Purcell said the Save WA Dairy campaign demonstrated people were genuinely passionate about buying locally-made dairy products.

"From the response we received, it's clear that like us, people are sick of seeing imported dairy products in our supermarkets."



Cadbury adds Bubbly range to Joyville campaign

Confectionery giant, Cadbury, is adding a new-look Bubbly chocolate range to its already popular Joyville campaign.

Now available nationally, the chocolate pieces resemble little bubbles and come in a new Strawberry flavour, adding to the existing Milk Chocolate and Mint flavours.

A marketing campaign is supporting the new Bubbly launch, including a 30 second TV commercial, Floating Cows, airing on 29 September. The commercial is set on a magical Joyville dairy farm and features a bubbly farmer as well as upside-down floating bubbly dairy cows.

Ben Wicks, general manager marketing chocolate for Cadbury Dairy Milk, said "We are excited to introduce the new-look Bubbly range into the Australian market and think it will really resonate with consumers looking for a delicious, aerated chocolate snack. The fun, light-hearted nature of the Bubbly brand is perfectly encapsulated in the Floating Cows TVC and supporting campaign which brings to life the quirky, magical world of Joyville in a real and compelling way."

Coke in hot water over offensive bottle cap

Global beverage giant Coca-Cola has apologised for an ill thought-out marketing campaign in Canada after a customer with a developmentally delayed sibling opened a bottle of vitamin water to find that the inside of the bottle cap read “YOU RETARD”.

Blake Loates, photographed the offensive bottle cap and sent the image to her father, Doug Loates, who then wrote a public letter to the beverage giant, Stuff.co.nz reports.

In the letter, Loates explained that his daughter Fiona suffers from both cerebral palsy and autism, has had 22 surgeries and is still fed through a feeding tube.

"Fifty years ago they might have called her retarded. But we know better now, don't we?" he wrote.

"What would YOU do if you opened up your bottle of Vitamin Water and on the bottom of the lid it read: 'YOU RETARD'?

"Think about it. I bet you'd be pissed if you had a Fiona in your life!"

The marketing campaign involved printing random combinations of English and French words under bottle caps and Coca-Cola has since issued a statement apologising for the incident.

Coca-Cola’s director of brand communications Canada, Shannon Denny said that the company takes consumer concerns ‘very seriously’.

"This is a genuine oversight in the review process. The mistake has been corrected and the words removed from all future production," Denny told Canadian broadcast network CNBC.

"Regretfully, the French words were not reviewed from an English standpoint.

"In this case a French word, despite an innocuous meaning in French but an offensive meaning in English, made the production list of words.”


Cadbury loses trademark battle with Whittaker’s

Chocolate giant, Cadbury, has lost its attempt to stop rival company, Whittaker's, from trademarking the name of a chocolate block.

Cadbury was trying to stop Whittaker's from trademarking the term 'Berry Forest', arguing it too closely resembles Cadbury's 'Black Forest' chocolate flavour and would confuse customers.

According to stuff.co.nz, the Intellectual Property Office ruled that Berry Forest is "sufficiently different" and could be registered as a trademark.

"I find that, as a whole, the opposed mark is visually, aurally, and, most importantly, conceptually dissimilar to the opponent's registered mark," said Jennie Walden, assistant commissioner of Trademarks.


De Bortoli praised for social media influence

Popular wine label, De Bortoli, has been praised for its social media marketing powers, claiming the Best Presence in Social Media award at the Australian Drinks Awards.

The Australian Drinks Awards recognise excellence across several categories in the liquor industry.

The Best Presence in Social Media award was judged by an expert panel, evaluating the volume, sentiment and dispersion of key messages across more than 185 million sites.

De Bortoli Wines communicates with its customers across a range of social platforms including Facebook, Twitter, Linkedin and Youtube, as well as Instagram, Pinterest and Google Plus.

De Bortoli Wines national marketing manager, Toni Carlino, said "We have seen such a change in the way wine consumers use on-line resources across many activities, that integrating social media and digital platforms into our strategy has been critical to drive brand awareness, engage and nurture brand loyalty."

A key campaign which helped to get De Bortoli over the lines was its Rosé Revolution campaign. Over the past three years, the movement has grown momentum with more than 66 wineries participating during the Summer of 2012/13.

The primary objective of the campaign is to drive awareness and encourage trial of dry Rosé wines. Key messages of the integrated campaign were delivered to consumers via Twitter, Facebook, Youtube, Instagram, Foursquare, Meetup, Eventbrite and Pinterest. De Bortoli also worked closely with The Cru Media in undertaking an ambassador program, encouraging key influencers in the food and wine world to engage in conversation with their communities about Rosé.

Pernod Ricard was a big winner at the inaugural awards night, presented in Sydney on 4 September, with its Jacob’s Creek, Absolut, and Jameson Irish Whiskey brands also earning praise.

Jacob’s Creek secured two awards: the ‘Cool Harvest’ range was awarded Best Innovation in the Wine Category, while the overall brand was awarded Most Loved Wine Brand.

In the spirits categories, Jameson Irish Whiskey took out the award for Best RTD/RTS Innovation for its Jameson & Cloudy Apple and Jameson & Raw Cola premix range.

Absolut Vodka received first prize for both Best Spirits Innovation with the release of 2012’s Limited Edition – Absolut Unique – as well as Best Overall Category Growth Contributor.

For the full list of winners, click here.

Hitler wine: human rights group calls for boycott

A Jewish human rights organisation is calling for a global boycott on a range of Italian wines emblazoned with images of Adolf Hitler and Nazi slogans.

The Simon Wiesenthal Centre is urging wine distributors to steer clear of the controversial range produced by Italian wine brand, Vine Lunardelli, the Calgary Herald reports.

"The Wiesenthal Centre denounces the marketing of these products and urges wine distributors in Italy and around the world to send the only message the owner of this firm might understand that they choose not to do any business with someone using the Nazi mass murderer as a blatant marketing tool," a Simon Wiesenthal Centre statement reads.

"We first protested the marketing of ‘Führerwein’ by Vina Lunardelli … in 1995. Now an expanded line of wines that demean, diminish and mock Hitler's victims are promoted on a slick website," said Rabbis Marvin Hier and Abraham Cooper, founder and dean and asssociate dean of the Simon Wiesenthal Centre.

The human rights group rejects Vina Lunardelli's argument that the wines are marketed as a "joke gift."

"There can only be two kinds of people who are buying this wine: you have people who actually identify with these kinds of thoughts, and you have young people who haven't lived through the Second World War, so they think it's funny, it is almost a joke," Marvin and Cooper said.

What do you think? Are these labels in bad taste?


Food manufacturing gets its own reality TV show

Move over Masterchef, food manufacturing now has its own reality TV show, giving everyday cooks the chance to have their favourite recipes available on supermarket shelves across the country.

Carolyn Creswell, founder of popular museli brand, Carman's, has signed up as one of the show's three mentors, alongside Darren Robertson, chef at Bronte's Three Blue Ducks restaurant, and advertising expert David Nobay.

Coming soon to Channel 10, Recipe to Riches gives enthusiastic home cooks the chance to get their favourite recipe on the shelf at Woolworth's 890 stores.

"I'm so excited to find the next supermarket success story," Creswell said.

The show will follow contestants as they work to prove their recipe can be cooked on a commercial scale, while also create a brand for the product and creating strategies to market it to the public.

The day after each episode is aired, the winning product will be available at Woolworths outlets across the country.

Watch the Recipe to Riches promo here.


Special K launches virtual currency pop up store in Sydney

Kellogg’s is opening Australia’s first pop -up Special K Post Office which will allow consumers to purchase the brand's new savoury snack via social media.

The pop-up post office will be open for four days starting August 14th at Westfield Sydney, enabling shoppers to sample the new Special K Cracker Crisps in either Sour Cream & Chives or Honey Barbecue by posting a picture, commenting or checking into the post office via social media.

Nik Scotcher, marketing manager, snacks at Kellogg’s is excited to be launching Special K’s new product via the new and innovative pop-up post office.

“The Special K Post Office is Australia’s first shop where you don’t pay, you post – it’s where you can come in and take away a crunchy, new savoury snack simply by posting a picture, comment or checking-in on social media,” said Scotcher.

“We wanted to give people something in return for the things they do naturally on social media already – and give them a snack option which means they can say yes to that afternoon savoury chip craving and still stay on track as part of their healthy eating plan.”

The Special K Cracker Crisps are made from potato and brown rice and are air popped, omitting the need for oil. The cracker crisps have been successfully launched in the US and Canada, and mark the brands first venture into the savoury snack category in Australia.


Coles creates superhero for Unreal Deals campaign [video]

Adding to its Down Down campaign, supermarket giant Coles has launched a new “Unreal Deals” promotion, featuring a new superhero character called Col.

This morning the supermarket chain put a “teaser” news-style 30-second clip on its YouTube channel previewing Col, using clips from the new TVC.

The new 30 second spot set to air tonight features the red-and-yellow lycra suited superhero running around a store offering “unreal deals”.

A voiceover proclaims: “Meet Col, a regular guy with unreal powers. He can slash prices at the point of a finger. He doesn’t do it for fame or fortune, he does it to help Australian save lots of money.”

They have also produced this infographic showing how you can make your own Col costume.

The new "Unreal Deals" campaign is in addition to Coles controversial Down Down campaign, which the Australian Food and Grocery Council claims limits the product range available to consumers as Coles favours its own private-label brands over indepedent brands.

Recent Roy Morgan research also raised questions on the effectiveness of such campaigns, with only 45 percent of Coles customers believing the supermarket has low prices.

Fellow supermarket chain, IGA, launched a similar TV campaign recently, and while it doesn't feature a lycra-clad superhero, it does feature an animated lock, Lockie.