To celebrate Messina moving its delivery exclusively to Uber Eats, the technology company has launched a social-first campaign encouraging Australian’s to watch a herd of wandering dairy cows wearing jackets with hidden codes.
The ‘Cow Codes’ campaign was created by Special and stars dairy cows wearing agriculturally approved jackets which feature individual promo codes that unlock up to $350,000 worth of Messina prizes available on Uber Eats.
The campaign was launched yesterday during an Instagram live stream which showed the dairy cows 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 per cent off ,as well as discounts, free tub upgrades and a year’s supply of Messina.
The campaign aims to highlight Messina’s exclusivity on the Uber Eats platform as well as showcasing Messina’s fresh and natural approach to gelato, by introducing a series of exclusive promo codes just as naturally, using dairy cows as they make their way to the milking shed.
“We’re incredibly proud to welcome Aussie favourite Messina onto the platform as an exclusive partner,” said Uber Eats head of marketing delivery ANZ, David Griffiths.
“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”.
Co-CCO of Special, Tom Martin said the creative agency wanted to show Messina’s natural approach to gelato by introducing promo codes in an equally natural manner?
“What is more natural than the dairy cows themselves?” he added. “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.”
Cow Codes is running across social, digital out of home, and on Uber Eats’ owned channels.
Marketing Director: Andy Morley
Head of Marketing: David Griffiths
Marketing Manager: Josh Pickstone
Partner & Co-CEO: Cade Heyde & Lindsey Evans
Partner & Co-CCO: Tom Martin & Julian Schreiber
Creative Director: Adam Ferrie & Peter Cvetkovski
Creative: 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 and Content Production: Sevda Cemo
Integrated Producer: Steph Wilkinson
Production Manager: Luke Coulson
DOP: David Guest
AC: Jake Reeder
Offline Editor: Scott Walmsley
Online Editor: Fraser Kelton
Colourist: Carve & Stitch
Sound: Smith & Western
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