First Coles tried to get the oldies in with Status Quo and now they're targeting tween consumers with the lure of One Direction.
The supermarket chain has teamed up with the British boyband for an exclusive concert and a 10,000 ticket giveaway as part of a new multi-media campaign.
Tying in with One Direction's sold out tour of Australia, the promotion includes the #Coles1D Twitter hashtag and a video clip of the band standing in front of a Coles branded wall.
In the video, singer Harry Styles urges fans to shop at Coles to stand a chance of winning tickets, although those aged under 18 will need 'parental permission' to enter the competition.
Participating brands in the offer from June 5 to July 30 include Coca-Cola, Cadbury and Kellogg's.
There are 110 double-passes to existing shows in Adelaide, Brisbane, Melbourne, Perth and Sydney, plus 2500 four-person passes to a new matinee show in Sydney on October 6.
The partnership is the latest attempt by Coles to align itself with pop icons, following its highly mocked commercial using the Status Quo song Down Down.
The latest campaign - referred to as "shoot for Coles with rock band One Direction" - has caused a mixed reaction on Twitter.
One fan wrote: "I can already see the new Coles catchphrase: `Prices are going in One Direction; Down'."
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