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NEWS COLES LAUNCHES ‘BIGGEST’ SUPERMARKET GIVEAWAY Giving customers the opportunity during their regular shop with Coles to “instantly win one of millions of prizes”, including “luxury holiday retreats” and experience and entertainment vouchers, Coles has launched what it says is its biggest ever supermarket giveaway competition. Shoppers “instantly win” when they buy three participating products in one transaction at Coles supermarkets or on Coles Online, and claim their prize code online. More than 1,100 participating products in-store include those of 30 big- name brands, such as Arnott’s, Bega, Colgate, Don, Finish, Herbal Essences, MasterFoods, Nescafé, Sunbites, Supercoat and Tip Top. The competition supports the launch of the Coles Little Treehouse books. According to Coles, the prizes – inspired by the magic of storytelling and the ever-expanding treehouse in the much-loved books – encourage adults and families to experience their own adventure, such as canyoning and rock climbing, surfing, kayaking and ‘glamping’, as well as relaxing at Treetop getaways including the Skyhouse Retreat in Western Australia and Dream Cabin in the NSW Blue Mountains. “Millions of dollars’ worth” of prizes and varieties include Experience Oz and Wotif accommodation vouchers, Endota Spa and leisure gift cards, yoga passes and a chance to win free Menulog food for a year. The minimum prize is a $10 experience voucher; the maximum is a $4000 holiday package. A unique code will be printed on the bottom of the Coles in-store receipt or Coles Online invoice. Customers need to log-on to coles.com.au/instantwin to see what they have won. At Coles Express, customers who buy two participating products across four participating brands – Coca Cola, Dare Iced Coffee, Red Bull and Four ‘N Twenty – will also instantly win prizes such as free fuel for a year or free products. Coles Express shoppers also have a unique opportunity to receive a bonus Coles Little Treehouse book when they spend $30 and buy Coles banana bread in one transaction. COLES’ NEW COLLECTABLES INSPIRE LITTLE READERS Featuring pocket-sized books inspired by the award-winning Treehouse book series, Coles’ new collectables campaign is setting out to captivate Aussie kids with the magic of storytelling. The retailer has partnered with bestselling author Andy Griffiths and illustrator Terry Denton to create 24 Coles Little Treehouse books to collect. From late last month, customers have been offered a free Coles Little Treehouse book with every $30 spent in one transaction at Coles supermarkets, Coles Express and Coles Online. Coles Chief Marketing Officer Lisa Ronson says Coles is thrilled to partner with Australia’s most loved and talented author and illustrator duo to create a world-first collectable campaign that will bring the magic of books into millions of Australian homes. “We wanted to find an engaging and sustainable way to bring joy and hours of entertainment to Aussie households,” she said. “Our research found that while 83 per cent of \[surveyed\] Australian households frequently encourage children to read, only 22 per cent frequently purchased books for kids to read. As a supermarket, we know we can reach millions of our customers every week with these fantastic little books to read and enjoy with their kids. “We all remember the excitement that \[the\] Little Shop \[promotion\] created for customers of all ages and we really wanted to create that same level of excitement for reading, because we know that enjoying books on a regular basis leads to improved literacy skills, better educational outcomes and happier children.” 8 RETAIL WORLD AUG, 2020