PizzaExpress has launched a new campaign called ‘Memorable Moments’ in line with its 50th birthday celebrations, which gives consumers the chance to have a special treat or treats including free meals, bottles of Champagne and even Rugby World Cup tickets during September.
The campaign’s tagline, “These are the moments worth sharing” is inspired by the constant stream of food shots, group pictures and selfies shared by PizzaExpress customers through their own social channels.
The company said that ‘Memorable Moments’ closes the loop by encouraging this socially savvy audience to directly engage with PizzaExpress’ digital channels using #PizzaExpressMoments.
Last month, PizzaExpress’ social followers were asked to nominate a friend, celebrating something important in September, for a special treat.
Over 1,000 people responded. The first person to win an extra memorable moment was Natasha, who was planning to celebrate her 23rd birthday at PizzaExpress in Basildon. She received a meal for eight from PizzaExpress and took to Twitter to share her thanks.
Restaurant teams have also been asked to keep an eye out for tables celebrating somethings special. Lucky groups could enjoy a host of surprises including a bill with the words, “This one’s on us” penned across the front and a total of £0.00.
Other rewards throughout September include Rugby World Cup 2015 tickets courtesy of Mastercard.
Bringing a sense of nostalgia to the campaign, Polaroid-style images, the instantly shareable pictures of their day, inform the look and feel of the artwork and have been sourced using images submitted by genuine PizzaExpress customers enjoying their own memorable moments in restaurant. The images are being used on out of home advertising across London, point of sale materials in restaurant, digital artwork and print adverts, putting PizzaExpress customers at the centre of the campaign.
Kicking off the campaign with engaging online content, PizzaExpress worked with magician, Damien O’Brien, to create a show-stopping video that has already been viewed over a million times. Dressed up as a waiter, O’Brien wows ordinary customers by turning water into wine, a £5 tip into a PizzaExpress gift card, and an empty pizza box into one containing a fresh pizza. Hidden cameras capture their reactions as, what they thought would be a normal meal out, turns into a memorable occasion.
Head of communications at PizzaExpress, Parveen Johal, said, “Over the last 50 years we’ve been hugely privileged to be the place where so many of our customers have either marked important life occasions, or enjoyed a moment they will never forget. From first dates to engagements, they’ve all taken place in our restaurants. Our customers are constantly capturing these special moments and sharing them online so this is our way of creating even more exciting moments for them to share, and demonstrating how much we’ve enjoyed being part of their lives since we opened in 1965.”
