Coles Ditches The Plastic For Books In Latest Collectables Campaign

Aussie kids are about to be captivated by the magic of storytelling with Coles’ new collectables campaign, featuring pocket-sized books inspired by the award-winning Treehouse book series.

Coles has partnered with best-selling author Andy Griffiths and illustrator Terry Denton to create 24 Coles Little Treehouse books to collect, based on the much-loved characters from the most successful Australian kids’ book series of the past decade.

From Wednesday 29 July, customers will be offered a free Coles Little Treehouse™ book with every $30 spent in one transaction1 at Coles supermarkets, Coles Express and Coles Online.

The series is aimed at encouraging a lifelong love of books, taking little readers on a journey to explore an ever-expanding treehouse with new and exciting titles like Jill’s Little Big Book of Animals, Madam Know-it-all’s Believe-it-or-not Book, Vegetable Patty and Elephant on a Bicycle.

Coles Chief Marketing Officer Lisa Ronson (main photo) said 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. Our research found that while 83 per cent of 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,” Ronson said. “We all remember the excitement that Little Shop 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 children3 .

“The original Treehouse book series means so much to Aussie kids that it was an easy choice when looking for stories that would capture the imagination.” Andy Griffiths, renowned as Australia’s most popular children’s author said he and illustrator Terry Denton were proud to partner with Coles to share the Coles Little Treehouse with customers.

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