I hope they pull it off, but I do think they need to be a little smarter with their marketing. For example, every time I'm at the Coles checkin the cashier is obliged to ask the customers if they have a flybuys card which always makes me laugh inside as I recollect the numerous class upgrades I've received using alternate international carrier reward schemes, the flybuys reward scheme is totally lame by comparison.
I think the supermarket is probably an ideal place where Bonza should be advertising their cheap wares.