"A Complimentary Pizza"

Our Objectives

To stimulate stocking and sales of featured Penguin titles within Waterstones. To create a more cost effective option to the typical "3 for the price of 2" offers.

Our Strategy

Having identified that book buyers had a greater than average propensity to eat out, we selected Pizza Express as the most appropriate promotional partner for Penguin Books. Not only did they offer an excellent geographical spread across the UK, the ambience of the Pizza Express "experience" was felt to have a perfect fit with the target Penguin audience.

The fact that Pizza Express did not normally participate in promotional activity made them an even more attractive proposition. Our only challenge was to sell the concept to them! The promotion is simplicity itself. Customers buying two featured Penguin titles use stickers on the book covers to claim a FREE PIZZA when two or more people eat at Pizza Express.

The Results

The promotion was accepted by Waterstones and allocated floor space for a display stand. The promotion runs until 30 April 2001 and sales figures will be posted after this date.