Coles is out and proud with a new strategy focused heavily on food provenance and the environment.

In a clear move away from its ‘Down, down’ marketing platform, the retail giant is telling consumers ‘Good things are happening at Coles’, an approach which reflects community values.

A Coles spokesperson said in a statement that its customers "care about price, but they also care about where their food comes from, they care about their community and they care about the environment".

“The campaign is based on feedback from thousands of our customers and with input from many team members right around the country and features examples like our Australia First Sourcing Policy, our $50m Coles Nurture Fund, and our community partnerships with SecondBite and Redkite,” she said.

The first ads under the new position feature long-time Coles spokeman and celebrity chef Curtis Stone.

A key element of the new positioning is the opening bars of distinctive '70s disco track Best of My Love.