Spinach, an integrated agency with capabilities across advertising, creative, strategic planning, digital, data and media, has launched a promotional campaign for Coles Express and Reddy Express. Titled 'Reddy, Set, Peel ‘N’ Win', the campaign is the largest consumer promotion in the brand's history, with more than $46 million in prizes, including cash, Shell fuel, holidays and instant win prizes.

The campaign is being rolled out nationally across radio, out-of-home (OOH), digital, free-to-air TV and BVOD, as well as social media. Key media partners for the campaign include the Nova network, Nine Radio network and the Today Show.

According to the campaign details, every one in five game cards wins in the 'Reddy, Set, Peel ‘N’ Win' campaign. Andrew Egan, Viva Energy Retail General Manager, Customer & Marketing, said, "Reddy, Set, Peel ‘N’ Win rewards our Shell Coles Express and Reddy Express customers with a combination of instant win and highly desirable prizes. We wanted to reward as many people as possible, so we made it fun to play and easy to win with more than 3.5 million prizes up for grabs. We worked closely with Spinach on the creative direction of the campaign to give it a high-energy game show feel."

The campaign is the latest work from Spinach as Coles Express transitions to Reddy Express. In January, Spinach was appointed to manage the transition, including brand strategy, creative comms development and campaign production.

Dom Megna, Spinach Executive Creative Director, said, "We had a lot of fun working with Reddy Express on this campaign. The team was on board with our kooky game-show style, and the hero talent had us all in from the first screen test. The new Reddy brand is packed with potential to really stand out in the category."