"Farmer to you", via the dodgy looking cardboard box!
October 3rd, 2006
Apparently “Coles are listening, really listening”. Over the last few months, Coles Supermarkets (one of the big supermarket chains in Australia) have been advertising on TV their “Farmer to you” system.
The story in the ad goes that the farmer packs their fruit and or vegetables into a special ‘black’ crate, and the produce is transported to the supermarket in the crate, ensuring that there is no unnecessary handling. Great idea in theory!
Today whilst shopping at the local Coles supermarket, I couldn’t believe my eyes. The guy in the fresh produce department was taking some veges out of a cardboard box, and putting them into the special ‘Farmer to you’ black crates… in the view of shoppers!
Hmmm just think of all those advertising dollars going to waste thanks to the 16 year old in the fruit and veg department. Well locally anyways. I am sure that this campaign has actually been quite successful for Coles, considering it is radically different to the usual ‘lowest prices’ lines that most supermarket advertising talks about. It is a great example of using a mix of the 4 P’s to deliver a value proposition to the customer (“We have improved our supply chain” (Place/Distribution) and advertised the fact (Promotion)).
However, I wish Coles spent their marketing dollars on more important things, like a security guard to enforce the ’12 items of less’ lanes. Hmm I can only dream.
Technorati Tags: Coles, Marketing
October 22nd, 2006 at 5:38 pm
Well….the cardboard boxes COME from the farms.
Who cares if he transferring apples to a coles Black ‘farm to you box’?.
Those black crates are just for show. Did you actually beleive farmers pack their fruit in them! LOL
Not really practical.. besides what’s a damn box. It’s the fruit that counts.