The challenge: UNO Chicago Grill was seeing heavy drop-off in interactions within their loyalty program, the UNO Insider Club, due to increasing competition in the fast casual dining space and an unexciting loyalty program experience.
The solution: UNO needed a brand activation campaign that would reactivate loyal UNO customers who had cared enough to sign up for the program. The campaign had to reestablish the brand and what UNO stands for in customers’ minds, while putting a new, engaging twist on it. This led to the creation of the ‘Peace, Love & Pizza’ campaign.
The results: UNO celebrated National Pizza Month with a microsite and email campaign that introduced the ‘Peace, Love & Pizza’ concept, along with a fun ‘Pizzanality’ personality test. Targeting UNO Insider Club members, this activation campaign drove 30,000 existing members to update their personal information to participate in a sweepstakes in which they could win free pizza for a year. It also generated 18,704 refer-a-friend referral emails, with a 20% response rate. Plus, the campaign tripled the size of UNO’s opt-in database
My functions: Brand Messaging, Creative Direction, Content Creation.