The Australian supermarket landscape has seen a notable shift in consumer behavior driven by promotional marketing. Woolworths launched a campaign featuring Disney-themed rubber figurines known as 'Ooshies,' which generated significant interest among shoppers. The demand for these collectibles was high enough that Woolworths exhausted its supply of the toys a week before the scheduled end date of the promotion.

Coles, a primary competitor, released its full-year financial results covering the 12 months leading up to June. While Coles reported overall growth in supermarket sales and an increase in market share during that period, the company noted a distinct change in momentum following the start of the Woolworths campaign. Coles reported that its sales growth, which had been positive through July, experienced a slump directly coinciding with the rival's collectibles offer. The situation highlights the impact that loyalty-based marketing tactics can have on short-term market share in the highly competitive Australian grocery sector.