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Messina & Special Launches Campaign To Promote Exclusive Uber Eats Partnership

Messina & Special Launches Campaign To Promote Exclusive Uber Eats Partnership
B&T Magazine
Edited by B&T Magazine

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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