Reddy Express unveils largest customer promotion in brand’s history

Reddy Express – previously known as Coles Express – has launched its largest consumer promotion in history, with a creative promotional campaign via Spinach.

‘Reddy, Set, Peel ‘N’ Win’ will see more than $46 million in prizes given away, including cash, Shell fuel, holidays, and instant wins. Reddy Express has said every one in five cards will win – providing consumers with a high chance of taking home a prize.

“Reddy, Set, Peel ‘N’ Win rewards our Shell Coles Express and Reddy Express customers with a combination of instant win and highly desirable prizes,” said Andrew Egan, general manager of customer and marketing at Viva Energy Retail.

“We wanted to reward as many people as possible, so we made it fun to play and easy to win with more than 3.5 million prizes up for grabs.

“We worked closely with Spinach on the creative direction of the campaign to give it a high-energy game show feel.”

It comes as Coles Express transitions its branding to Reddy Express, as announced earlier this year. In January, Spinach was appointed to manage the rebrand, covering brand strategy, creative comms and campaign production.

In June, the Melbourne-based agency launched a creative campaign showcasing the rebrand, focusing on ensuring customers keep coming through the doors with limited disruption.

“Staying true to our core proposition while transitioning the brand was always going to be a challenge,” Egan said at the time. “However, we trusted that Spinach could deliver with speed and thoughtful execution, connecting with our customers on what’s important to them – quality, value and a positive experience to make their lives easier.”

Dom Megna, executive creative director at Spinach, said the agency had a lot of fun working with Reddy Express on this new campaign.

“The team was on board with our kooky game-show style, and the hero talent had us all in from the first screen test,” he explained. “The new Reddy brand is packed with potential to really stand out in the category.”

The two-month campaign is rolling out nationally across radio, OOH, digital, free-to-air TV and BVOD as well as social media.

It will also tap into Viva’s key media partnerships with the Nova network, Nine Radio network and Today Show.

Credits:

Client: Viva Energy Retail
Andrew Egan, General Manager of Consumer Marketing
Tracy Hammon, Head of Marketing
Gisella Spedicato, Marketing Manager Mobility

Agency: Spinach
Dom Megna, Executive Creative Director
Justin Groves, Creative Director
Bambi Villacruz, Account Director
Paige Sobczyk, Account Executive

Production: Spinach
1st AD: Will Gunn, Comma Films
Producer: Ayden Aramze, Comma Films
Editor: Tonks
Sound: Production Alley

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Lauren McNamara

Lauren McNamara is a freelance journalist contributing to Mumbrella. She previously spent three years at the publication, most recently as the associate editor. She first joined in 2022 after completing a Bachelor of Communications (Journalism) at UTS. She left her staff role at Mumbrella in August 2025.

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topics Andrew Egan Coles Express Dom Megna Reddy Express Reddy Peel Set N Win Spinach Viva Energy Retail

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