Coles kick off new collectables to inspire little readers
Andy Griffiths became a best-seller writing books based on the jokes he loved inventing as a child.
Now, the big-time Australian children's author - who penned The 13-Storey Treehouse - is turning his books into pocket-sized editions and is hoping to put fun back into reading for kids during lockdown.
Griffiths and illustrator Terry Denton have teamed up with Coles in its latest collectables campaign, which features 24 miniature books inspired by the award-winning Treehouse book series.
From today, customers will be offered a free Coles Little Treehouse book with every $30 spent in one transaction at Coles supermarkets, Coles Express and Coles Online.
"We wanted to find an engaging and sustainable way to bring joy and hours of entertainment to Aussie households," Coles chief marketing officer Lisa Ronson said.
"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."
Griffiths said the campaign will be a powerful introduction to the wonder of books.
"We have always been committed to creating books that capture the hearts, minds and funny bones of children in order to foster a lifelong love of reading," he said.
"This partnership with Coles means children across the country will be able to collect a miniature library of books aimed specifically at encouraging them to read.
"It's an unprecedented literacy initiative. Sharing books as a family is not only a profoundly pleasurable experience, it's also a powerful introduction to the wonder of books."
Customers who purchase three participating products from major brands in one transaction, including Arnott's, Bega, Colgate, Don, Finish, Herbal Essences, MasterFoods, Nescafé, Sunbites, Supercoat and Tip Top, will have the chance to win one of millions of prizes.
These include a luxury Treetop holiday, a Dymocks, Experience Oz or Wotif voucher, and a spa and leisure gift card.
Coles Express customers can score a bonus mini book when they spend $30 with a banana bread. They can also win free fuel for a year. The competition will run until September 22.
Every entry will equal one new book donated to a remote Indigenous community through Coles' partnership with the Indigenous Literacy Foundation.
Originally published as Coles kick off new collectables to inspire little readers