Coca-Cola is giving shoppers the chance to win a £20 pizza voucher from a pool of 25,000 Domino’s pizza vouchers and enter a draw to win one of four trips to Naples.
The ‘Love Pizza? Win a Pizza’ activity will run for eight weeks, equating to nearly 450 instant wins every day. The campaign is designed to support shoppers during challenging times whilst highlighting the role Coca-Cola plays alongside meals with family and friends.
To enter the free prize draw, shoppers have to scan QR codes on promotional packs to download and go through to the Coke App, where they can enter the promotion for a chance to win a Domino’s £20 pizza voucher. All entrants are then entered into a bi-weekly draw for a weekend city escape to Naples in June, where four winners will get the chance to visit the Naples Pizza Village.
The promotion will be supported by a marketing campaign which includes paid social media, influencer activity, digital, video-on-demand, and out-of-home advertising, as well as pop-up activations.
The brand noted that the ‘Meal at Home’ occasion presents an opportunity for retailers to increase soft drinks sales and drive up shopper basket spend. It highlighted recent research which showed that activating occasion-led messaging at the point of purchase, whereby food and drink are merchandised together, can double shopper engagement and increase sales by up to 32%.
Rob Yeomans, VP of commercial development at Coca-Cola Europacific Partners (CCEP) GB, said: “Pizza is a firm favourite amongst family and friends for a variety of occasions and is a perfect pairing with Coca-Cola Original Taste or Coca-Cola Zero Sugar.”
“We recognise that many shoppers are being careful with their spending at the moment so we wanted to create a large prize pool of pizza vouchers so that as many of our brand fans can benefit from the promotion as possible.
“We look forward to seeing how our retailing partners get behind the promotion in-store to drive engagement with shoppers, capitalising on the ‘Meal at Home’ occasion.”
NAM Implications:
- A good example of a paired brand promo…
- …with the added appeal of a combination of many small rewards and four ‘big prizes’.
- One to watch…
