Uber Eats wants Aussies to watch a herd of wandering dairy cows wearing jackets. The jackets contain hidden codes. Those codes that unlock up to $350,000 worth of Messina prizes available on Uber Eats. The social promo, Cow Codes, comes from Special Group and it highlights the fact that Messina has move its delivery exclusively to Uber Eats as well as underlining Messina’s fresh and natural approach to gelato.
The competition was revealed during an Instagram live on December 8, in which the dairy cows were seen wandering into the frame to reveal unique discount codes, which users entered into the Uber Eats app to receive a variety of prizes including 10-50% off as well as discounts, free tub upgrades and a year’s supply of Messina. There are 22 Messina virtual storefronts visible on Uber Eats, with locations in Sydney, Melbourne, Canberra & Brisbane.
Cow Codes will run across social, digital out of home, and on Uber Eats’ owned channels.
Uber Eats head of marketing delivery ANZ, David Griffiths, stated, “We’re incredibly proud to welcome Aussie favourite, Messina, onto the platform as an exclusive partner. The idea came after a tour of the Messina factory where they took us through the process – giving us a behind-the-scenes glimpse as to what makes their gelato adored by so many Aussies. Cow Codes was a fun and creative way for our brands to link together and showcase the magic that can happen when a partner joins Uber Eats exclusively.”
Tom Martin, co-chief creative officer, Special, commented, “We really wanted to show the fresh and natural approach to Messina’s gelato by introducing promo codes equally as natural, and what is more natural than the dairy cows themselves? By live-streaming a herd of Jersey Cows wearing promo codes for viewers to spot, we hope more Aussies will understand the extent of craft and fresh ingredients that go into Messina’s gelato.”
Credits:
Client: Messina
Marketing Director: Andy Morley
Head of Marketing: David Griffiths
Marketing Manager: Josh Pickstone
Agency: Special Group
Partners & Co-Chief Executive Officers: Cade Heyde & Lindsey Evans
Partners & Co-Chief Creative Officers: Tom Martin & Julian Schreiber
Creative Directors: Adam Ferrie & Peter Cvetkovski
Creatives: Matt Bladin & Phoebe Sloane
Head of Business Management: Tori Lopez
Business Director: Gill Last
Senior Strategist: Kellie Box
Social Lead: Lachlan Stewart
Social Media Specialist: Sarah Mckie
Designer: Bella Plush
Head of Film & Content Production: Sevda Cemo
Integrated Producer: Steph Wilkinson
Production Manager: Luke Coulson
DOP: David Guest
1st Assistant Camera: Jake Reeder
Offline Editor: Scott Walmsley
Online Editor: Fraser Kelton
Colourist: Carve & Stitch
Sound: Smith & Western
