One of most heavily criticised ads of the last 12 months has resulted in best-ever sales for the advertiser.

The TV ad for Coles hormone-free beef, featuring veteran crooner Normie Rowe and a reworked version of his 60’s hit single Shakin’ All Over, saw beef steaks sales jump by 25% and barbeque beef sausages rise by 79% in a week of record meat sales for Coles.

A survey of the Australian public by the advertiser found that 25% of people felt better about Coles having seen the ad; 15% said they felt worse about the brand having seen the ad.

Brand awareness for Coles ‘no added hormones’ beef had reached 85% in the week after the ad, it was revealed by Coles general manager, marketing, events and sponsorships Tony Phillips at the Mumbrella Marketing Summit this week.

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“Most of the commentary [on the Normie Rowe ad] is coming from the industry,” said Phillips. “That’s fine. Some of it we laugh at. Sometimes we think maybe we pushed the boat out too far.”

The ad was created by Ted Horton’s The Big Red agency.