Category: Best Agency/Client Partnership
Project Name: 10-Year Partnership Evolution
Company: Medium Rare Content Agency

Coles supermarkets has partnered with Medium Rare (MR) since 2014, evolving their relationship from producing a 68-page magazine with a five-person team to a future-focused, omnichannel content strategy powered by a 40-person operation. This decade-long partnership exemplifies how shared values, aligned goals, and adaptability can redefine a brand’s approach to consumer engagement. MR helps Coles transform how its brand connects with customers across owned, paid, and earned channels.

MR leverages consumer, market, category, and SEO insights, along with global and local food trends, to create audience-first, strategy-led content. This includes digital, print, point-of-sale (POS), social media, EDMs, and video, ensuring a consistent and valuable omnichannel experience. MR also develops supplier-funded content aligned across these channels, maximizing commercial opportunities while remaining cost-effective for Coles.

Coles’ future-focused vision has driven this relationship evolution, recognizing the shift from traditional advertising to content-driven experiences. MR’s expertise is integrated into every customer communication planning touchpoint, delivering content tailored to different formats and moments. MR’s commitment to relationship building has been instrumental, consistently identifying new content opportunities and ensuring they are monetized effectively.

Today, MR’s remit includes brand and campaign strategy, POS photography, in-store content, and inter-agency collaboration. Beyond the award-winning Coles magazine, MR manages content across coles.com.au, Instagram, TikTok, YouTube, EDMs, and catalogues. The partnership has shifted from outputs to services, built on trust, mutual respect, and a shared belief in the power of world-class content to drive results.

Why they're award winning: