The Brief

Traditional grocery advertising often feels purely transactional, failing to strike a genuine connection with younger demographics. To overcome this, we aim to transform grocery shopping from a mundane chore into a low-pressure, authentic environment where real-life chemistry can spark.

• The Idea
• "Love at First Bite" showcases how Coles and Tinder collaborate to bring couples together through shared shopping and cooking experiences. By tapping into the insight that everyday cooking acts as the ultimate icebreaker, the campaign follows real couples transitioning from texting screens to romantic culinary adventures, proving that cooking together is the best way to flourish a genuine connection.

Tone of voice

Playfully flirty yet deeply warm, romantic, emotional and effortlessly relatable.