Coles Express slammed after ‘tone deaf’ $10 family meal video backfires

Coles Express has been slammed after a “tone deaf” viral video sensationally backfired, prompting a wave of criticism.

The retail group created its own version of the “Feed a Family for $10” Coles commercials which have recently been going viral, sharing it to its official social media accounts.

The viral videos – which were originally posted by @apostolucky – are spoofs of the supermarket giant’s famous ads, which first aired in 2017.

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The original commercials showed celebrity chef and Coles ambassador Curtis Stone showing how you can feed a family of four for $10 or less.

However with the cost of living crisis and supermarket prices now soaring, the new spoof videos show how impossible it is to create a wholesome budget family meal.

In one video, it’s suggested that you can buy a packet of Red Rock Chips and a bottle of tomato sauce for your family for $10 – or a loaf or bread and a jar of Nutella.

The original Coles videos, aired in 2017, show how Australians can feed a family for $10. Credit: apostolucky/TikTok

The spoof videos have been hugely popular, attracting millions of views – but when Coles Express decided to get in on the fun, it backfired.

The group created a video showing a Coles Express store manager doing the $10 meal challenge by buying a sausage roll, a muffin and a large coffee.

The video was widely slammed on social media, forcing the retail group to turn off comments, with many slamming it as “tone deaf”.

A Coles Express’ take on the spoof ad has attracted widespread criticism. Credit: ColesExpress/Instagram

Many directed their anger at Coles supermarket, however it’s worth noting that the group sold its Coles Express business to Viva Express in May.

In comments on various platforms, thousands slammed the video as insensitive.

“Tone deaf doesn’t even begin to cover this,” said one.

Another said: “Is this a real video? That is an egregious mistake if so.”

A third wrote: “Coles PR is working overtime.”

Coles Express was forced to turn off comments on the controversial video. Credit: Coles Express/Instagram

One more responded: “OMG did they turn off the comments on the Instragram story? They were getting roasted.”

Added one more: “Not all publicity is good publicity these days. Awareness is already high, sentiment is more important.”

Others commented that it was offensive to suggest that the Coles Express combo could feed a family.

“Used to be a meal for a family of 4 for $10. Now it’s feed one person for $10? Moving goalposts?” one commented.

Another said: “It’s not even a f***ing meal, it’s a machine coffee, a microwave sausage roll and a petrol station muffin.”

One more wrote: “I thought the point was to feed a family a meal? Not to eat junk food yourself.”

The Coles Express store manager bought a sausage roll, muffin and large coffee for $10. Credit: Coles Express/Instagram

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