All About Food, the company that puts restaurant brands onto supermarket shelves, recently ran a money-off promotion to support its new range of PizzaExpress Pasta Sauces to tempt Tesco consumers to try their authentic new sauces.
The offer features boldly on the front cover of around 100,000 6-page, resealable Fix-a-Forms from Denny Bros affixed to packs of PizzaExpress Dough Balls and Garlic Bread. Fix-a-Form was selected by All About Food’s Marketing Manager who said: ‘Fix-a-Forms offer a great way of combining a compelling visual message with product facts and a money-off coupon.‘
‘For us it was imperative to highlight the product provenance and quality – the sauces are made in Italy by an artisan supplier using fresh local Italian ingredients, and consumers needed to know about this unique point of difference.’
All About Food explains: ‘PizzaExpress Ambient Pasta Sauces are a new launch and so we were keen to drive trial in the extremely loyal base of chilled grocery consumers (those who buy PizzaExpress Dough Balls or Garlic Breads). We decided to sticker a quantity of product with this eye-catching cross promotional sticker and we’re very pleased with the redemption rate so far.’
‘In these tough economic conditions the money-off idea promo has never been so popular – it’s a give back to our customers to say thank you for their loyal support.’
As part of the launch, PizzaExpress’ 370 restaurants were given an allocation of pasta sauces for staff tasting and for use as customer giveaways. 1.5 million PizzaExpress customers were contacted through PizzaExpress’ online database and another cross promotion was run on PizzaExpress chilled pizzas.
A PR campaign took place which generated national coverage in key food and lifestyle titles and trade promotions supported the launch in-store.
Commenting on the promotion, Account Manager Tim Mallender from Denny Bros said: ‘All About Food is a restaurant to retail company that we all now rely on to bring our favourite restaurant brands to supermarket shelves. The marketing team have created product ranges for top brands including PizzaExpress, Nando’s, wagamama and Cranks. They always generate a buzz around their products and we are proud that they use Fix-a-Form to help them to do this.’
All About Food have been developing restaurant branded sauces, marinades, salad dressings and snacks for supermarkets since 1999.
Denny Bros Ltd
Tel: 01284 701381