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How Melbourne schoolgirl Sibella dreamt up Coles Little Shop promotion
It took a Victorian primary schoolgirl to dream up a marketing campaign as big as the Coles Little Shop.
Eight-year-old Sibella never imagined her brainchild would capture the hearts of shoppers across the nation when she discussed it with Coles marketer Mark, her dad.
Sibella grew up in South Africa, where she first encountered the miniature supermarket items.
After relentless pitches at the family dinner table, Sibella finally got her dad on board with her little big idea.
“One night he came home saying he had told the team, and after that he had to do lots of presentations,” Sibella said.
Now the supermarket chain is introducing a festive instalment of the Little Shop, featuring Christmas crackers, pavlova and fruit mince pies.
With five Christmas collectables on offer from Friday, Coles will also release a special-edition Christmas stocking for purchase.
And in a boon for Herald Sun readers, Coles is offering a bonus mini next weekend with every purchase of the paper.
Sibella’s mum Emily said she couldn’t be prouder to see her daughter’s creativity flourish.
“She designs stores, renames them, gives hints on what different stores could do, she’s developed slides for kids while the adults shop. She’s a retailer at heart,” she said.
Coles chief operating officer Greg Davis said the supermarket chain had been “blown away” by the response to Little Shop after it launched in July.
“We’ve had so many requests from our customers to bring it back and we think they will love the festive theme,” he said.
“The fact that the idea was sparked by a family member of our team is really a delightful story and is testament to what Little Shop is about.”
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