Superheroes And Supermarkets, Making Vegetables Fun

Coles Australia, Warner Brothers, DC

Coles, in partnership with Warner Bros. Discovery Global Consumer Products and DC, is bringing back its popular BUILDERS collectable program, this time featuring favourite DC Super Heroes and Super-Villains in a campaign helping to educate and encourage Aussies to enjoy great Aussie fresh fruit and veg through the brand new Fresh Food Challenge.

Australia’s first-ever DC supermarket collectable campaign brings to life heroic and noble DC characters, including Batman, Wonder Woman and Superman, along with Super-Villains The Joker, Catwoman and Poison Ivy, with all collectables made from 100 percent FSC-certified cardboard sourced from responsibly managed forests, and are also recyclable in household recycling bins at the end of play.

The stars of the challenge are linked with fresh fruit and vegetables, for instance, energy-rich bananas for adventurers like Batman, fibre-rich apples worthy of Amazonian warriors like Wonder Woman and juicy sweet corn for strength like Superman.

Available now, customers of all ages can collect a FREE DC Super Hero Builder character with every $30 spent in one transaction at Coles supermarkets and Coles Online.

With 35 unique characters to collect, the program will provide hours of fun, play-based entertainment for young and old fans who can build complete sets of the DC Super Heroes (or Villains) they love the most.

Coles Chief Customer Officer Amanda McVay said at a time when cost-of-living is front of mind for customers, Coles is providing another way to help give value back to customers through entertainment and food education.

“We’re excited to launch the Fresh Food Challenge alongside the new DC Super Hero Builders program,” said McVay.

“We know through data that only 8.5 per cent of children aged two to 17 years meet the daily recommended serves of fruit and vegetables.”

McVay continued that the fun challenge features a free chart with a collector checklist to follow and complete the pairing of 35 fruit and vegetables with their iconic DC Super Heroes and Super-Villains. The charts are available free in-store or available to download at

The program is centred on helping educate customers, in a fun way, on the health benefits of excellent quality Aussie fruit and veg to help them stay well this Winter. McVay said that Cole also wanted to make it easy for parents to educate their children on fresh food choices, and they are doing this by teaming the DC Super Hero Builder program with fruit and veg education.

Accredited Practising Dietitian Joel Feren said fruit and vegetables are the cornerstone of a healthy eating plan.

“Fruit and veggies provide vitamins, minerals, dietary fibre and antioxidants to help protect our bodies and reduce future disease risk,” said Feren.

Feren continued that convincing kids to eat veggies could be tricky as a parent. Fun activities like this can help parents to encourage healthy eating in children, plus research shows that children learning to like eating vegetables at an early age is critical to set up positive habits for life.”

The DC Super Heroes are plastic-free and 100 percent recyclable in household recycling bins. Planet Ark CEO Rebecca Gilling said it was great to see Coles supporting alternatives to single-use plastic products with plastic-free and FSC-certified collectibles that are 100 percent recyclable at the end of play.