Supermarket giant Coles has launched a new campaign to encourage kids to eat healthier. The Stikeez and the Coles Fresh Rainbow Challenge were created to entice Aussie kids and their parents to eat more fresh fruits and veggies.
The new campaign is endorsed by Healthy Kids Association. Coles created 24 types of fruits and vegetable Stikeez for customers to collect and named them after their fresh produce growers.
It includes Marie the Mango as Marie Piccone from Manbulloo in the Northern Territory, Carlo the Cucumber as Carlo Pippo from Fresh at Heart in Ballina, NSW and Sunny the Strawberry is from Sunny Ridge Strawberry Farm in Main Ridge, Victoria.
Starting on 13 February, customers can receive a free Stikeez collectable for every A$30 spent at Coles supermarkets, Coles Online and Coles Express.
The Rainbow Challenge urges Aussies to monitor how much fruits and vegetables they’ve eaten by ticking off the list of all the fresh produces’ colours of the rainbow each day. Coles will be giving customers free posters to help them keep track.
Coles Fresh ambassador and chef Curtis Stone helped create the Rainbow Challenge. He whipped up easy-to-prepare recipes for kids to make with their parents to help complete the challenge.
“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. I can’t wait to see how Aussie families bring the Rainbow Challenge to life and have fun eating delicious healthy food,” Stone said.
Coles chief operating officer Greg Davis said the supermarket giant is delighted to partner with the Healthy Kids Association to promote eating delicious fresh Aussie produce and help children get excited about fruits and veggies.
“We know our customers love new and exciting campaigns that make shopping fun. In this case we’re bringing to life our fresh produce to help parents encourage their kids to try new types of fresh fruits and veggies. We’re thrilled to have partnered with Healthy Kids Association to create the Coles Fresh Rainbow Challenge which helps parents reward their kids for eating more healthily,” Davis said.
Healthy Kids Association senior dietitian Grace Brunton said the organisation was proud to endorse a campaign that would encourage kids to love fruits and vegetables every day.
“One in four Aussie children aged between 5 and 17 are overweight or obese and while 73 per cent of children aged 2 -17 eat enough fruit, just 6.3 per cent eat the recommended serves of vegetables. The Rainbow Challenge will encourage children to eat fruits and vegetables they may never have tried before,” Bunton said.
“Eating the rainbow is one of the best ways to ensure kids are getting all the vitamins and minerals that can be found in fruits and vegetables. Research shows that incentives increase the likelihood of children eating a serving of fruits or vegetables by 80 per cent and setting goals and rewarding healthy choices have been shown to achieve short term changes in dietary behaviour which can help to establish healthier habits for life.”
Coles’ collector cases will be available for A$4 and a range of drink bottles, plush toys, snack boxes and pouches will also be available for purchase at supermarkets and Coles Online.