Cancer Council Australia
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Coles and Coles Express


Grocery retailers (Coles) and Fuel and convenience (Coles Express).

About Coles

Coles Supermarkets is one of Australia's largest grocery retailers, with 744 supermarkets and serving over 12 million customers each week. It is proudly Australian, with a heritage dating back to 1914 when George J. Coles opened the first Coles variety store in Collingwood, Victoria.

Coles' goal is 'To give the people of Australia a shop they trust, delivering quality, service and value'.

Coles Express is a fuel and convenience store operator under an exclusive alliance agreement with Shell. Coles Express has 630 outlets nationwide.

Coles and Coles Express are owned by Wesfarmers Ltd.

Partnership type 

Integrated partnership in support of Daffodil Day:

  • merchandise sales (box supporter)
  • cause related marketing
  • customer engagement and donations
  • staff engagement and donations.

Partnership history

Coles has partnered with Cancer Council in support of Daffodil Day since 1996. Coles Express joined the partnership in 2011.


Coles and Coles Express wanted to:

  • support the community in a highly relevant way and demonstrate social responsibility, to foster customer loyalty
  • enable team members across the country to make a difference to a cause that they strongly support, enhancing recruitment and retention
  • create an enhanced shopping experience through in-store promotions and engage customers in supporting a high profile cause by offering multiple opportunities (eg donations, buying merchandise)
  • develop and promote exclusive Coles Daffodil Day products to maximise funds raised and increase brand alignment.

What we have achieved together so far

  • Coles, Coles Express and its customers have together raised over $11 million for Cancer Council's Daffodil Day, to help fight cancer. In 2011 alone Coles and Coles Express raised over $1.77m.
  • Funds raised by Coles and Coles Express for Daffodil Day support Cancer Council's Helpline (13 11 20) – a free, confidential telephone information and support service available to all Australians affected by cancer including health professionals, friends and families. When diagnosed with cancer most people are in shock and not sure where to get information or advice. The Helpline's specially trained staff provide information and emotional and practical support.
  • The partnership provides opportunities for Coles and Coles Express staff to participate in fundraising and the spirit of Daffodil Day, supporting a cause that is important to them, particularly those who have been directly affected by cancer. Coles team members decorate their stores and dress in yellow, to boost awareness of Daffodil Day and encourage customer support. The entrenched commitment to Daffodil Day fosters team morale and makes Coles and Coles Express employers of choice.
  • Coles and Coles Express benefit from recognition of their national support in Daffodil Day media and publicity and on Cancer Council's popular social media platforms, increasing brand affiliation.

How Coles and Coles Express help fight cancer

Coles, Coles Express and their customers raised over $1.77m for Daffodil Day in 2011 by:

  • selling Cancer Council's Daffodil Day merchandise at checkouts nationally
  • selling Coles' fresh daffodils
  • selling Coles' limited edition Daffodil Day themed enviro bags
  • taking customer donations at the checkout in Coles, and through 'surprise and delight' driveway service at Coles Express
  • hosting staff fundraising activities, including morning teas, dress in yellow, auctions and raffles
  • promotional support – in stores (eg point of sale materials and in store radio), catalogues, Coles magazine, website, and PR activity, all generating significant awareness of Cancer Council's Daffodil Day and the partnership with Coles and Coles Express.

Why Coles and Coles Express support Cancer Council

"Getting behind a cause like cancer, which sadly impacts adults and children in every community across Australia, makes sense for a business with such a big reach like Coles."

"Our stores have been fundraising for Cancer Council for over 15 years. We have raised over $11 million to ensure those that need assistance with managing and coming to terms with cancer can get the help and advice they need via the Cancer Council Helpline. It's important to us to see that the funds we raise go to such a tangible and worthwhile cause."
Stuart Machin, Store Development and Operations Director, Coles

"Coles has had a long and successful partnership supporting the fantastic work that Cancer Council Australia does to help people who have been impacted by this insidious disease. As a survivor myself and leader in Coles Express, Cancer Council was the natural choice for us to partner with when looking at how to assist the community in general, and cancer sufferers in particular."

Peter Short, General Manager, Coles Express

Want to join the fight against cancer? Contact us through our online inquiry form or call (02) 8063 4100.


This page was last updated on: Friday, August 17, 2012