The Coles marketing team will be gleefully rubbing their hands together after the supermarket giant reaped valuable free publicity for the launch of its latest “price slash” marketing campaign, Senator Richard Colbeck said.
“This is purely a marketing campaign to create the impression that Coles has the cheapest products,” Senator Colbeck said.
“At least this time Coles openly admit this is an advertising ploy.
“Coles is taking advantage of seasonal production to reduce prices of some fruit and vegetable lines and the small print is clear – it’s all subject to weekly review and supply limitations.
“Unfortunately some of Coles’ ad lines sound a little shonky.
“The Coles media release highlights “investing in new growing techniques” but no one I have spoken to knows of these “innovations” – not the peak body AUSVEG, nor the growers.
“New growing techniques take years to develop. You do not get a fruit crop from a new orchard for at least 4-5 years and vegetable crops also have a lead time to trial and then grow.
“Coles might like to share with us the evidence of these years of investment and research.
“Then there is Coles’ claim that none of its fresh produce is frozen or thawed – of course it isn’t because then it would not be classified as ‘fresh’.
“It’s a meaningless claim that gives the false impression that other competitors may be doing this but Coles does not. The company has past form in this area with its misleading chicken hormone campaign that was heavily criticised last year.
“Perhaps the ACCC should examine Coles’ latest marketing claims alongside the rules for deceptive and misleading advertising,” Senator Colbeck said.
SENATOR THE HON RICHARD COLBECK
Senator for Tasmania
Shadow Parliamentary Secretary for Fisheries and Forestry
Shadow Parliamentary Secretary for Innovation, Industry and Science
