New campaign adding sky-high incentives to weekly shop

A new marketing campaign from a major supermarket chain could see thousands of customers jetting across Australia on free flights.

For the month of September, Coles will give away 5000 free return flights with Virgin Australia.

Customers must be a Flybuys member to enter, and when their card is scanned, customers are automatically entered.

Customers will receive one entry for every $50 they spend in a trip.

They also have the option of scoring added entries by purchasing selected items - such as from 160 Canterbury chocolate lines, Arnotts Shapes, dozens of varieties of Smith chips and 64 Old El Paso products.

"Customers and members who are successful can choose a flight to any destination across Australia as long as it's a direct flight," Coles spokesperson Martine Alpins said.

"And they're return flights, and they're two tickets so you can take a friend."

Business reporter with The Australian, Eli Greenblat, said the promotion was an attempt to take customers back from Woolworths.

"By offering contests, whether it's trips in this case or other types of deals, what they are trying to say to customers is if you come to us you don't only get lower prices, you can also win prizes," he said.

He said it would certainly grab peoples' attention.

Marketing expert Dee Madigan said while there would be 2500 winners, the benefits for Coles might be short-lived.

"The problem is, it only works while that promotion is running," she said.

"As soon as it finishes, people go back to switching between the two."