Coca-Cola has launched a new on-pack promotion, giving shoppers the chance to win a £20 pizza voucher from a pool of 25,000 Domino’s pizza vouchers and run in a draw to win one of four exclusive trips to Naples to enjoy the culinary delights of the Pizza Village.
‘Love Pizza? Win a Pizza’ started on 29 January, and will run for eight weeks, equating to nearly 450 instant wins every single 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 need 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 lucky winners will get the chance to visit the Naples Pizza Village.
Featuring a slice of pizza graphic, promotional packs include Coca-Cola Original Taste in 1.75L, 1.75L PMP and 1.25L bottles and Coca-Cola Zero Sugar, the fastest growing cola brand in GB in 2L, 1.75L, 1.75L PMP and 1.25L bottles.Shoppers can also reach the Coke App by scanning QR codes on all other packs of Coca-Cola Original Taste and Coca-Cola Zero Sugar.
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.
Additional opportunity for retailers
The ‘Meal at Home’ occasion presents an opportunity for retailers to increase soft drinks sales and drive up shopper basket spend. In fact, Coca-Cola is the most popular soft drink to accompany meals at home [GB BEACH Data 2023]. Recent research has also shown that activating occasion-led messaging at point of purchase whereby food and drink are merchandised together can double shopper engagement and increase sales by up to 32 per cent [Connecta 2023].
“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,” Rob Yeomans, vice-president, commercial development at Coca-Cola Europacific Partners GB, said.
“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.”
Jo Taylorson