An urgent need to drive footfall
The main demographic of Coles was singles and young couples. From a price perspective, the retailer was not very attractive to young families, so Coles wanted to do something about its image to attract more families to its stores. What's more, Coles wanted to become the destination for fresh foods in Australia. Its aim was to take back its fair share in the fresh categories. Just a few months later, the Fresh Stikeez concept – including the Rainbow Challenge – was born. The Fresh Stikeez campaign shows how a retailer can use a spend-and-redeem promotion to change its brand image at the same time as maximising its sales.