Making vegetables cool to kids? Coles is giving it a crack with its latest collectable promo
Coles has launched its latest collectable promotion, this time featuring DC Super Heroes and Super-Villains as part of the supermarket giant’s BUILDERS series.
The campaign will aim to encourage kids to eat more fresh fruit and vegetables via a Fresh Food Challenge tie-in.
The first-ever DC supermarket collectable promo features Batman, Wonder Woman, Superman, The Joker, Catwoman and Poison Ivy.
The figurines are plastic-free, made from 100% FSC-certified cardboard sourced from responsibly managed forests, and are recyclable in household bins.
From next Wednesday, shoppers can collect one character with every $30 spent in a single transaction, both in-store and online. There are 35 to collect.
The stars of the challenge are linked with fresh fruit and vegetables, for instance, energy rich bananas for adventurers like Batman, fibre-rich apples worthy of Amazonian warriors like Wonder Woman and juicy sweet corn for strength like Superman.
Amanda McVay, chief customer officer at Coles, said the promo is designed as an entertainment and education value-add for households.
“We know through data that only 8.5% of children aged two to 17 years meet the daily recommended serves of fruit and vegetables,” McVay said in a statement.
“The fun challenge features a free chart with a collector checklist to follow and complete the pairing of 35 fruit and vegetables with their iconic DC Super Heroes and Super-Villains.”
Coles ambassador Eddie Betts with chief customer officer Amanda McVay.
Each character is linked to a fruit or vegetable, she explained –energy rich bananas for adventurers like Batman, fibre-rich apples worthy of Amazonian warriors like Wonder Woman and juicy sweet corn for strength like Superman.
“This program is centred on helping educate our customers in a fun way, on the health benefits of great quality Aussie fruit and veg to help them stay well this winter.
“We also want to make it easy for parents to educate their children on fresh food choices – and are doing this by teaming the DC Super Hero Builder program with fruit and veg education.”
The figurines are plastic-free and fully recyclable in household bins.
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