Current notice in supermarket brings honours (9)

I believe the answer is:

accolades

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'honours' is the definition.
('accolade' can be a synonym of 'honour')

'current notice in supermarket' is the wordplay.
'current' becomes 'ac' (alternating current).
'notice' becomes 'ad' (both can mean an advertisement).
'in' is an insertion indicator.
'supermarket' becomes 'coles' (I can't explain this - if you can you should believe this answer much more).
'ad' going inside 'coles' is 'colades'.
'ac'+'colades'='ACCOLADES'

'brings' acts as a link.

Can you help me to learn more?

(Another definition for accolades that I've seen is " Expressions of great praise".)

I've seen this clue in the Sydney Morning Herald.

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