Coles, Heart Foundation and News Corp team up on health

The new content collaboration aims at providing health and wellbeing information for people across the country during these challenging times

Coles and the Heart Foundation have teamed up to launch a new health initiative, the Coles Health Hub, aimed at helping Australians reach their health goals.

The Health Hub will feature tasty, heart-healthy, exclusive recipes from the Heart Foundation, together with Coles recipes intended for healthy eating.

With tips and information that cover nutrition, exercise, health and wellbeing, customers can learn about the goodness of wholegrains for heart health, the difference between good fats and bad, ways to start exercising alone or with your family and how to cook healthier family meals at home.

To support this health initiative, News Corp Australia’s Sunday mastheads will feature a new, weekly double-page spread called #RejuveNation that runs until early next year and will include a digital campaign that will run across News Corp Australia channels. Coles GM of media and sponsorship, Kate Bailey, said the launch of the Coles Health Hub is helping Australians look at their health in a holistic way.

“Caring for our health and happiness has never been more important than it is today,” Bailey said. "At Coles, we have taken significant steps to expand our health offering by increasing our focus on fresh food, eliminating artificial colours and flavours and introducing new affordable healthy meal solutions and product ranges.

“The Coles Health Hub and #RejuveNation takes our health strategy a step further by providing Australians with the resources and information they need to make healthy choices and build happier lives. Together with the Heart Foundation and News Corp Australia, we can reach millions of people and make a real difference in the way Australians manage their diet, physical activity and mental wellbeing.”

Heart Foundation CMO, Chris Taylor, said the partnership with Coles is a unique opportunity to amplify its heart healthy messages across the community as people face the stress of everyday life under COVID normal. 

“Our goal is to help Australians manage risks for heart disease, which claims the lives of 48 people every day,” Taylor said.

Taylor also noted one of the positives from this period is families and households regularly sharing meals together. “If we can encourage them to add an extra serve of veggies or wholegrains to their plates and be active, we’re helping to save the hearts of Australians,” he said.

“The Heart Foundation’s knowledge and experience as a leading expert on nutrition, physical activity and heart health, together with Coles’ customer reach and influence, can help Australians to make healthier choices that will improve their overall health and wellbeing.”

News Corp Australia’s MD of national sales, Lou Barrett, said it’s an important initiative that benefits people's lives in such a fundamental way.

“Creating a happier and healthier Australia is a pretty bold goal; however, considering the reach and influence of the combination of both News Corp’s brands and the Coles brand, we believe we can do it together,” Barrett said.

"The #RejuveNation lift-out will start discussions and feature easy, actionable and achievable changes that Australians can make to find small wins and incremental gains in their everyday lives," he said.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.


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