The Make Midweek Matter campaign presented an opportunity for Dr Oetker Pizza Ristorante to encourage loyalty and reward their customers, but in addition, engage beyond this by introducing the brand’s authentic pizzeria taste to a fresh audience.
Shoppers purchasing a pack were directed to the Pizza Ristorante website where DECIDE created an intuitive data capture and competition mechanic with the potential to win £10 off their shopping bill each week. Automated e-mail campaigns were integral to the campaign with tailored messages and next steps for lucky winners and entrants.
With traffic driven from in-store and on-pack, social media engagement levels for the campaign were high. The over-arching #makemidweekmatter was supported with a series of tips and inspiration to help shoppers and consumers make the most of their Wednesday. This key content was a big hit with pizza lovers drawing in high levels of organic traffic from Google and click-throughs from targeted e-mail campaigns.