Premium UK pizza chain Pizza Express included this A6 (folded to A7) voucher in with frozen versions of their pizza for redemption in their restaurants. It accomplishes a few things:
- Serves as an on-pack promo to increase retail sales
- Cross promotes restaurant brand
- Encourages trial at restaurant
- Aligns brand with ‘friendship’ concept – also encouraging WOM (i.e. to the friend you bring)
- Serves as a data capture mechanism for future marketing
- Built in tracking by asking for postcode info
- Some degree of market research by asking for date of last visit
All accomplished with a simple promo offer.
In other words, think twice before you have your next sale – could you being doing something more productive?
