WOOLWORTHS is banking on the global popularity of Marvel superhero characters to promote healthy eating and boost grocery sales.
The supermarket giant launched the Marvel Heroes Super Discs Collectibles earlier this month featuring plastic discs designed for children to collect.
Part of the campaign includes specifically-tailored recipes encouraging children to "eat like a superhero".
The recipes are heavily based on fruits, vegetables and nuts.
With 42 discs to collect, including seven rare discs, the program offers fans the chance to build, swap and play with characters such as Spider-Man, Ant Man, Thor, Captain America, Guardians of the Galaxy, Iron Man and the Avengers.
The 12-pronged discs can also be connected to build objects.
In a digital add-on, a smartphone app can be downloaded which allows the discs to be scanned in, revealing character details and extra content.
Woolworths director of marketing, Andrew Hicks, said collectibles are a favourite with customers.
"This time, in partnership with Disney, we’ve created a range that can inspire, engage and educate all members of the family," Mr Hicks said.
The recipe ideas attached to the campaign are themed around the Marvel universe, with names such as Ant Man Pecan Beet Brownies, Captain America Porridge and Star Lord Lunch.
The Hulk-amole Smash involves ripe avocados, lime juice, spring onions, Roma tomatoes, coriander, pickled jalapenos, garlic and veggie sticks to serve, whereas the Iron Man Lunch includes salmon, celery, carrot, cos lettuce leaves, apple, curly kale, parmesan and cherry tomatoes.
A shopping list appears when the recipe is clicked on to assist potential shoppers.
Some of the artwork for the campaign was done by Tasmanian-based Patrick Brown who works for Marvel.
Woolworths customers can collect one disc free with every $20 spent in stores or online.
The campaign runs until May 30.
Ashley Walmsley
Ashley Walmsley is the editor of ACM's only national, fresh produce magazine, Good Fruit & Vegetables, while also covering horticulture stories for the agricultural papers and websites. He also writes the weekly, The Ringer, column in the Qld Country Life.
Ashley Walmsley is the editor of ACM's only national, fresh produce magazine, Good Fruit & Vegetables, while also covering horticulture stories for the agricultural papers and websites. He also writes the weekly, The Ringer, column in the Qld Country Life.
