Just Eat, the online food delivery marketplace, has celebrated PizzaExpress joining the Just Eat platform with a “Pizza Wall” activation on National Pizza Day in London’s Bishops Square just outside Spitalfields market.
The Pizza Wall was designed by integrated agency tpf, and made up of 24 “pizza box” hinged doors branded with both the Just Eat and PizzaExpress logos.
Members of the public were invited to lift the lid on one of the 24 pizza boxes to see if they would win a prize. Each box contained a “pizza slice” with either a winning message of money off a PizzaExpress order through Just Eat or a fascinating pizza fact. Everyone taking part received 10% of their next Just Eat order.
The eight-hour activation saw more than 1,000 people took part in the experience, while an estimated 20,000 plus people were exposed to the brand.
tpf managed the project from concept through to on-the-day organisation, balancing the overall look and feel to ensure clear delivery of key messages.
Gail Middleton, director at tpf, says: “The Pizza Wall combines both iconic brands, and taps into the excitement and anticipation everyone feels as they prepare to open their takeaway box for a delicious slice of Sloppy Giuseppe or American Hot.”
There are four London PizzaExpress restaurants which now take orders through the Just Eat app – Spitalfields, Euston, Royal Festival Hall and Notting Hill – with more restaurants to be added soon.
The work follows on from tpf’s first project for Just Eat in November last year, an experiential campaign which took over Bristol’s Anchor Square. The activity introduced E-A-T (Emotion Analysis Technology) which combined cutting edge face scanning and emotion mapping technology to analyse consumers’ faces and tell them what food they were in the mood for.
tpf is an independent agency specialising in promotions, publicity and digital marketing in TV, sport and entertainment.