While most promotional activities run by supermarkets sound similar and generic, there are a few instances when these retailers go above and beyond to connect with customers. If you’re looking for ideas for your next big promotion, keep reading!
Have you noticed that supermarkets, especially the big ones, start running promotional activities as they approach a major celebration or holiday? These promotional activities are marketing campaigns that encourage customers like us to visit their stores and purchase their goods or services.
The good news is that you don’t have to be a market leader to run exciting and profitable promotional activities. Small and medium sized businesses can also benefit from running creative and inventive campaigns such as these winning strategies below.
#1 – Coles’ Harry Potter Collectables Promotion
In January 2025, Coles dropped a huge new range of Harry Potter-themed collectibles for shoppers. This promotion was a part of the supermarket’s efforts to encourage kids to eat more fruit and vegetables. For every $30 spent at the supermarket or its website, shoppers could grab packets of two Harry Potter-themed Magical Discs. In fact, people started making a Coles Harry Potter promotion checklist to boost their chances of getting the special discs.
#2 – Woolworths’ Australia Day Promotion
In 2024, Woolworths attracted significant heat from the public after announcing that it would not sell Australia Day merchandise in its stores in the run-up to the public holiday. In 2025, they rectified their lack of judgement and created “Perfect for Australia” sections in stores, focusing on food and produce for barbeques. They also showcased products perfect for family and friends over the Australia Day long weekend.
#3 – ALDI’s “Go A Little Extra” Campaign
As a part of ALDI’s Christmas promotion in 2024, the global supermarket chain invited Australian customers to go all out on Christmas without overspending. The “Go A Little Extra” campaign was developed in collaboration with creative agency BMF. The campaign came alongside the launch of ALDI’s Christmas recipe generator, called the “Festive Extra-nator.” Moreover, they stocked everything from potatoes to prawns, with seasonal products available at the lowest prices to ensure Aussies could have a memorable experience during the festive season.
#4 – Woolworths’ “Make It Famous” Campaign
Even though this Christmas campaign from Woolworths is over a decade old, it is still iconic. The “Make It Famous” campaign initially featured six “real” Australian families enjoying Christmas at home and sharing the Christmas recipes that have made them popular among their friends and family. Woolworths even followed it up with a series of ads featuring celebrity chef Jamie Oliver in the coming weeks. By launching the Christmas campaign on social media instead of national television, the supermarket chain got significant traction over other large retailers.
#5 – ALDI’s “Now This Is Christmas” Promotion
Speaking of decade-old Christmas campaigns, ALDI also did a remarkable job getting the attention of its customers back in 2015. The campaign portrayed the stress and chaos of the festive season in a humorous and relatable manner. The campaign aimed to resonate with consumers by acknowledging the realities of holiday preparations. The campaign was created in partnership with BMF and was featured across TV, print, radio, online, and POS. The campaign was able to generate goodwill for ALDI without killing the joy of the festive season.
#6 – Coles’ “Together to Zero” Sustainability Campaign
With the goal of becoming Australia’s most sustainable supermarket, Coles Group launched a nationwide campaign under the names of “Together to Zero” and “Better Together.” The “Together to Zero” campaign was launched in March 2021, when Coles announced emissions targets, including a commitment to be 100% powered by renewable energy by the end of FY25. The campaign included the launch of Coles’ new sustainability concept store in Moonee Ponds, Victoria. The store has been designed to set a new standard in supermarket sustainability. This campaign aimed to work towards zero emissions, zero waste, and zero hunger.
#7 – ALDI’s “Shop ALDI First” Campaign
ALDI launched the “Shop ALDI First” campaign at the beginning of 2023, encouraging customers to choose ALDI for their grocery needs. This promotional campaign emphasised ALDI’s commitment to offering high-quality products at competitive prices, challenging the traditional shopping habits of consumers. The campaign was inspired by research that revealed that nearly half of Aussies (45%) chose their supermarket based on their parents’ brand of choice, even if they were missing out on savings elsewhere. By offering the same quality products at considerably cheaper prices than other supermarkets, ALDI was able to break the habits of average supermarket shoppers.
#8 – Woolworths’ “Share the Spirit” Campaign
Woolworths’ “Share the Spirit” campaign in 2017 focused on bringing Aussies together during the festive season. The campaign featured a commercial created by M&C Saatchi. It highlighted the reality of families and friends having to share during the Christmas season, whether that be sharing rooms, food, or a recipe. The campaign featured some of Woolworths’ Christmas favourites, such as pavlovas, cherries, mangoes, puddings, and ham.
Conclusion
It feels great as consumers when supermarkets like Coles, Woolworths, and ALDI go the extra mile to improve the overall shopping experience. While these promotions allow them to boost their sales and profit, they also give these brands an opportunity to connect with customers at a personal level.
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