Uber Eats and Messina team up for social media campaign via Special

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Uber Eats and Gelato Messina have launched a new social campaign through creative agency Special to promote Messina by moving its delivery exclusively to the app.

The announcement:

To celebrate Messina by moving its delivery exclusively to Uber Eats, the tech company launched a first social promotional campaign encouraging Australians to watch a herd of stray dairy cows wearing vests with hidden codes.

Entitled “Cow Codes,” the campaign, created by Special, features dairy cows wearing farm-approved jackets that feature individual promo codes that unlock up to $ 350,000 in Messina prizes available on Uber Eats. Revealed during a live on Instagram on December 8, the dairy cows were seen roaming the frame to reveal unique discount codes, which users entered into the Uber Eats app to receive a variety of prizes, including 10 at 50% off plus discounts, free upgrades to bathtubs and one year supply from Messina. There are 22 Messina virtual storefronts visible on Uber Eats, with locations in Sydney, Melbourne, Canberra and Brisbane.

The campaign aims to highlight the exclusivity of Messina on the Uber Eats platform as well as to present Messina’s fresh and natural approach to ice cream, introducing a series of exclusive promotional codes just as naturally, using dairy cows on their way to the barn. Cow Codes will work on social, digital out-of-home and Uber Eats-owned channels.

David Griffiths, Head of Marketing Delivery at Uber Eats ANZ, said: “We are incredibly proud to welcome Australian favorite Messina to the platform as an exclusive partner. The idea came after a tour of the Messina factory where they walked us through the process – giving us a behind-the-scenes look at what makes their ice cream adored by so many Australians. Cow Codes was a fun and creative way for our brands to bond and show the magic that can happen when a partner joins Uber Eats exclusively ”.

Tom Martin, Co-CCO, Special, said: “We really wanted to show off the fresh and natural approach to Messina ice cream by introducing equally natural promo codes, and what could be more natural than the dairy cows themselves? By live streaming a herd of Jersey cows wearing promo codes that viewers can spot, we hope more Australians understand the breadth of craftsmanship and fresh ingredients that go into the ice cream of Messina.

Source: Special press release


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