PizzaExpress
18/08/2009
Valassis Ltd, the UK’s leading coupon and voucher services provider, today announces that new client PizzaExpress, a leading British restaurant chain, has launched a voucher campaign to promote its new range of ‘At Home’ pizzas. PizzaExpress is issuing £1 and £2 money-off vouchers to restaurant customers to redeem on the four new pizzas. The vouchers are designed to encourage trial and repeat purchase, and to reward customers for their loyalty to the brand.
Peter Joubert, Grocery Development Manager at Pizza Express, says, “For the first time PizzaExpress has created pizzas exclusively for its grocery range. We saw vouchers as an effective means of telling people about the new range, and encouraging them to trial the four new pizzas. We are really pleased with the new flavours and are confident that people who try the range will continue to choose PizzaExpress over its competitors.”
Joubert continues, “Although this is a relatively new partnership with Valassis, we have found them to be professional, efficient and very easy to work with. We wanted to pick someone who had a reputation for being reliable and good at what they do, and Valassis fit the bill perfectly; they were recommended to us by a number of people in the industry.”
Charles D’Oyly, managing director of Valassis, says, “By using vouchers to promote a new home dining range, PizzaExpress has demonstrated a real understanding of consumer behaviour which is critical for a successful marketing campaign. According to recent research commissioned by Valassis, one in three consumers are looking for promotional offers more now than they were a year ago, and it has been reported that consumers are going out to dinner less in the recession. Brand Managers should follow the example of PizzaExpress and keep a watchful eye on changes to consumer shopping habits in order to maximise sales.”