Case Study

Cultural Review and Advisory for Festival Moments

Client

Coles Group

Project

Cultural review and advisory of cultural festivals

The Challenge

Coles recognised the importance of ensuring customers feel welcomed and acknowledged when celebrating festivals that are culturally significant to them. As Australia’s population continues to diversify, the opportunity for Coles to strengthen their connection with multicultural customers has become increasingly important.

As a result Coles wish to:

  • Celebrate and recognise important cultural festivals to ensure all customers feel welcomed and supported
  • Improve the customer experience and ensure products that are relevant to these cultural moments are easy to find and accessible online and in-store

In recent years, CulturalPulse have provided cultural review and advisory across a range of campaign assets to ensure they are representative and developed in a culturally sensitive way.

The Approach

CulturalPulse have delivered in-depth cultural reviews of Point of Sale (POS), digital and print assets cultural moments from 2021 to the present delivering:

  • Review and advisory of the campaign’s visual and written elements, such as headlines, icons, imagery, and colours to ensure they resonated with the intended communities.
  • Cultural reviews leverage deep knowledge of traditions, symbolism, and lived experience within Australia’s diverse communities.
  • CulturalPulse evaluated each campaign across core creative pillars and provided clear, practical recommendations that balanced authenticity with Coles’ brand objectives.
  • Reviews are delivered with a clear risk rating system to help Coles confidently move forward with campaigns that are respectful, engaging, and aligned with community expectations.

The Outcome

CulturalPulse has delivered a consistent and culturally informed creative review process which has become an ongoing quality control step in multicultural campaign development.

Since 2021, CulturalPulse have reviewed many key festivals and campaigns including:

  • Diwali
  • Lunar New Year
  • Ramadan
  • Passover
  • Jewish New Year (Rosh Hashanah)
  • Chanukah (Hanukkah)
  • Mooncake Festival (Mid-Autumn Festival)
  • Holi Festival
  • Dragon Boat Festival
  • World of Flavours Campaign
  • Kosher Branding
  • Halal Branding
Key services