Coles supermarkets and dmg Radio Australia have signed a major partnership to digitally stream Coles Radio to more than 750 stores – reaching more than 14 million customers nationally per week.

Simon McDowell, Coles marketing and store development director, said the supermarket was committed to delivering an outstanding customer experience, focusing on every detail – including the soundtrack.

“In an Australian first, we have partnered with dmg Radio Australia to produce the soundtrack to Australia’s weekly grocery shop and launch Coles Radio,” McDowell said.

“dmg Radio Australia are the experts, and it is great to be working together to create a unique digital music platform.”

Coles Radio will also serve as major ad platform for the brand, with Coles suppliers able to advertise through seven different streams, for each state and territory.

Cathy O’Connor, CEO of dmg Radio, said, “This partnership with Coles is a demonstration of dmg’s broader focus on leveraging its skills in broadcast and content creation beyond its own radio brands.”

“We are thrilled to be creating an innovative and world class instore and digital radio experience for Coles and in joining with them to market the service to advertisers,” O’Connor said.