Coles gives Australian kids a healthy tomorrow
Nominated in two categories: Best Social Corporate Responsibility (CSR) Initiative Linked to Loyalty and Best Short Term Loyalty Initiative.
To help families In Australia develop healthier eating habits, supermarket chain Coles ran a promotion offering Fresh Stikeez – small, fruit-shaped characters – as giveaways. The aim of the Stikeez campaign was twofold. Firstly, it would stimulate sales by giving customers a free fruit or veggie Stikeez character for each $30 AUD spent in the store. Secondly – and no less importantly – it would promote healthy eating by challenging Australian kids to eat fruit and veg in all colours of the rainbow every day by taking ‘The Rainbow Challenge’.
The cute Fresh Stikeez quickly became a hype throughout the country. They improved Aussie kids' eating habits, increased Coles' turnover, and powerfully linked the supermarket brand to fresh, family food.
Read more about the programme in our case study!