The red and white 'No Coles at Swan Bay' signs are easy to see in Point Lonsdale and Queenscliff, hanging on local fences and in windows around both towns.
Late on Friday, those who put them up appeared to notch a win when the City of Greater Geelong formally asked the state government to rezone a development site for special use.
If approved, the site at the entrance to town could not be used for a supermarket — only for tourism purposes.
City of Greater Geelong has applied to rezone this site at 2341-2349 Bellarine Highway, Point Lonsdale, for tourism only. (Supplied: Trish Berry)
In a statement, Coles said the project was in "a pre-application phase and no formal planning permit application/proposal has been lodged".
But community members involved in the Stop Coles Steering Committee said the supermarket giant had been eyeing off the site since April last year.
The group's Trish Berry said community opposition to a store being built there had been strong since they "got wind" of the supermarket giant's plans.
She called the council's planning amendment request — which still needed state government approval — a "win for everybody" against the development.
"There's been lots of texts floating around. People are very excited,"
she said.
"We've worked together as a community since September last year, and the overwhelming community feeling is that this is not an appropriate site for a supermarket."
Signs like these are easy to spot in Point Lonsdale and Queenscliff on Victoria's Bellarine Peninsula. (ABC News: Jonathon Kendall)
Environmental impact front of mind
Ms Berry said the group had several concerns about a supermarket being built on the lot, including its impact on nearby Ramsar-listed wetlands.
"Anyone who visits the site sees just how beautiful and fragile it is," she said.
"It's surrounded by wetlands. It's home to migratory birds that fly from Siberia every year."
There has been strong local opposition to Coles building a new supermarket in Point Lonsdale. (Supplied: Trish Berry)
They were also worried about the visual impact of a Coles at the entrance to town, along with its effect on local traders.
"The two main shopping strips here are kind of the fabric of the social community," Ms Berry said.
"We're small towns. People meet, shop and have coffee in those little villages. And a big supermarket would take people away from that."
Small shopping strips in Point Lonsdale and Queenscliff that would be affected if a new Coles supermarket was built. (ABC News: Jonathon Kendall)
She said the community is already serviced by major supermarkets in nearby Ocean Grove and Drysdale, and an IGA in town.
Proposal doesn't check out: councils
Although the City of Greater Geelong made the planning amendment request, it has been working together with the neighbouring Borough of Queenscliffe to oppose the development.
Geelong Mayor Stretch Kontelj said it was a win for local community members who had been clear in calling for the site to be used for "low-scale tourism".
"Submitting the amendment to Minister [Sonya] Kilkenny is an important step to deliver on the structure plan and allow the community the chance to have their say through a formal process,"
Mr Kontelj said.
The site in question at 2341-2349 Bellarine Highway, Point Lonsdale, is just inside the City of Greater Geelong boundary. (ABC News: Jonathon Kendall)
Borough of Queenscliffe Mayor Donnie Grigau said not all locals opposed the new supermarket in town.
"There are people who would like it. There are people who wanted it," he said.
"But ultimately, the zoning was incorrect.
"I'm very much pro-business, but this one here, it was always meant to be for tourism."
He said there was a chance the Victorian government would not approve the amendment before the November state election.
"If it's carried past the state election, we just hope the next planning minister, whoever that may be, follows it through," Mr Grigau said.
The beach in Point Lonsdale is a big drawcard for tourists, particularly over warmer months. (ABC News: Jonathon Kendall)
In response to questions about the council's planning amendment, a state government spokesperson would not give any indication of whether it would be approved.
"Any proposal will be considered on its merits," the spokesperson said.
Ms Berry says the local waterways should be protected from any supermarket being built nearby. (ABC News: Jonathon Kendall)
Ms Berry said she would like to see it approved sooner rather than later.
"Everyone is saying you need to really listen to this, minister, to what the community and the local government people and your own government is saying: this land needs protecting," she said.
Her group is holding a community meeting on October 22 to discuss what kind of tourist offering should be built on the site, and if an environmental education facility would be suitable.