The grandkids are going to love these: Coles' new mini collectibles range
After the success of the Little Shop campaign last year, Coles is launching a new series of mini collectables called Stikeez.
The supermarket has partnered with the Healthy Kids Association to launch Stikeez and the associated Coles Fresh Rainbow Challenge, which are designed to influence Aussie children to eat more fresh produce.
There are 24 types of mini fruits and vegetables to collect. Some of them are named after Coles produce growers, such as Marie the Mango which takes after Marie Piccone from Manbulloo in the Northern Territory, Carlo the Cucumber from Carlo Pippo in Ballina, NSW and Sunny the Strawberry from Sunny Ridge Strawberry Farm in Main Ridge, Victoria.
Just like the previous the Little Shop campaign, shoppers will be able to receive a Stikeez collectable for every $30 they spend at Coles supermarkets, Coles Express and Coles Online.
Coles Fresh ambassador and chef Curtis Stone helped develop the challenge, which encourages kids to keep track of their fresh produce consumption by ticking off the colours on a provided poster.
"As a parent I know how hard it can be to get kids excited about eating their veggies so I'm really excited about helping to make them fun and tasty with my colourful recipes like 'broc tots', eggplant chips and rainbow pizzas," said Stone.
"I can't wait to see how Aussie families bring the Rainbow Challenge to life and have fun eating delicious healthy food."
Coles first achieved success with its collectables range through the Little Shop campaign in July, with customers trying to get their hands on 30 mini toy versions of grocery items such as Weet-Bix and Milo. The supermarket giant also offered a Christmas version of the collectables at the end of last year, featuring miniatures of seasonal favourites including mince-pies, pavlovas and gingerbread biscuits.
Both campaigns sent shoppers into a frenzy, prompting the emergence of swap and sell groups on social media. Complete cases were also being sold online for more than $300.
There was also some backlash, as the plastic toy offerings were seen to be in conflict with the supermarket’s plastic bag ban.
"Coles has pledged to reduce their plastic packaging on fresh produce and has introduced a bag ban to 'do the right thing for the environment'," said Mara Wundenberg, a Greenpeace campaigner.
"Clearly not being serious about plastic pollution, they are giving out little, plastic-wrapped plastic toys to children... Not being conventionally recyclable, they will then end up in landfill or litter our environment, affecting nature and wildlife," Wundenberg added.
What do you think of the new Stikeez collectable range? Will you be collecting them for your grandchildren? Share your thoughts in the comments.