JustEat’s recent campaign offered one penny pizzas to those lucky enough to share their name with a national treasure.
One Penny Pizzas
Every EventStream, we bring you the best experiential marketing campaigns from around the world, showing off the industry’s best work, to inspire and amaze our readers. In this edition, we take a look at JustEat’s recent campaign “one penny pizzas”, a takeaway pizza campaign inspired by Mary Berry.
What Did They Do?
Upon discovering the knowledge that GBBO queen Mary Barry had never tried a takeaway pizza, delivery brand JustEat were shocked and set out to remedy this. Teaming up with the Mayfair Pizza Company, JustEat created the ‘Mary Berry Pizza Special’ with which the first 50 people named Mary (ID required) to order received a takeaway pizza for just one penny.
This campaign comes after last year’s ‘The Future Now’ campaign which marked JustEat’s intent to stay on the cutting edge of the industry with regard to technology. Conversely, reactive campaigns like “one penny pizzas” help the brand to stay relevant and current in social spheres.
Why Do We like It?
Reactive campaigns like this show an astute awareness of social and cultural current affairs. Whilst they aren’t going to change the world, they keep a positive stream of media and press coverage ticking over, staying fresh in the minds of consumers, particularly in such a competitive industry.
Brains ran a similar campaign recently, offering free pints in over 100 pubs across Wales for anyone called “David, Dave, Dewi, Dai and Dafydd,” on St David’s day. Small, but regular reactive campaigns can be an incredibly effective PR tool at relatively low cost in comparison to larger activations.