In a strategic move to enhance customer loyalty, Australian supermarket giants Coles and Woolworths are turning their attention to shoppers’ cookware cupboards. Both retailers are launching exciting collectables promotions featuring high-quality cookware, aiming to engage customers and encourage repeat visits. Over the next five months, a staggering four million pieces of cookware are expected to be distributed as part of these initiatives.
Coles kicked off the competition with its KitchenAid cookware collectables promotion on February 4. This initiative allows Coles Flybuys members to earn one cookware credit for every $20 spent when they scan their Flybuys card. Additional bonus credits can be earned by purchasing select participating products from well-known brands such as Airwick, Coke Classic, and Nescafe. The cookware range includes frypans, saucepans, casserole pots, and even KitchenAid’s mini food chopper, catering to a variety of cooking needs.
As an added incentive, participating customers have the chance to win a KitchenAid Stand Mixer and Blender valued at over $1,000, with one winner selected daily throughout the promotion period. Coles’ Chief Customer Experience Officer, Michael Courtney, emphasized that this collectables promotion is designed to deliver quality, value, and inspiration in the kitchen. “We’re making it easier for customers to access high-quality KitchenAid cookware for free as part of their regular grocery shop,” he stated, highlighting the aim to enhance the cooking experience for Australians.
Woolworths quickly followed suit with its own exclusive promotion, offering premium Fissler cookware at no extra cost. This initiative, which begins on March 18 and runs until July 7, has enlisted celebrity chef Hayden Quinn to help promote the campaign. Woolworths Everyday Rewards members can collect credits by scanning their cards, allowing them to redeem six stainless steel cookware items, including a wok and a casserole pot. Woolworths anticipates distributing over two million products during this promotional period.
Robert Glenn, Head of Collectibles at Woolworths, stated, “We are always looking at how we can give our customers more value when they shop with us.” He noted that many customers desire quality cookware but often find the cost prohibitive. By partnering with a world-class brand like Fissler, Woolworths aims to provide customers with premium cookware as a bonus for their grocery shopping.
Both Coles and Woolworths are facing significant challenges in maintaining customer loyalty, particularly due to a trend known as “cross shopping.” This phenomenon sees shoppers visiting both supermarkets to take advantage of each store’s weekly specials. According to the ACCC, around 35% of consumers actively shop at multiple supermarkets to complete their grocery shopping, a trend that has become increasingly common as food prices continue to rise.
Recent data from the Australian Bureau of Statistics indicates that food and non-alcoholic beverage prices increased by 3.1 to 3.4 percent annually as of late 2025. Although inflation has eased from its peak levels, essential item prices remain high, with estimates suggesting a 24% increase in food and grocery prices since March 2019. Gavin Northey, an Associate Professor at Griffith University, believes that this “two store” shopping strategy is likely to persist as consumers adopt a more pragmatic approach to maximize their shopping value.
Money Expert Joel Gibson highlighted that Coles and Woolworths are “fighting back hard” through their loyalty programs, offering substantial bonus points for larger purchases. He noted that convenience remains a key selling point for both retailers, as it is generally easier for customers to complete their grocery shopping at one store. However, with grocery prices at an all-time high, many shoppers are finding it increasingly difficult to do so.
In addition to cookware promotions, both Coles and Woolworths have launched various collectables ranges for both adults and children, with varying degrees of success. Coles’ past popular collectables include Harry Potter Magical Discs and SMEG Kitchen Knives, while Woolworths has seen success with promotions featuring Jamie Oliver and their Bricks promotions for kids.
As these supermarket giants continue to innovate and adapt to changing consumer behaviors, the cookware collectables promotions represent a significant effort to not only boost customer loyalty but also enhance the overall shopping experience. With high-quality cookware now available as a reward for regular grocery shopping, Australian consumers can look forward to cooking with trusted brands while enjoying the benefits of their loyalty programs.
