The Co-operative Food is launching pop-up restaurants in eight different cities from 27 June until 4 October 2013 and is calling on consumers to ‘Tweet for a Table’ and give people the chance to enjoy a meal for free.
The experiential marketing and social media campaign is designed to engage with a younger audience and showcase its the retailer’s own-brand food range.
Members of the public can win a spot for themselves and up to three friends by visiting the retailer’s @Tweet4aTable Twitter page during the two-day stops in Bristol, Nottingham, Glasgow, Leeds, Cardiff, Brighton, Manchester and London.
The purpose-built pop-up restaurant, which is made from reconditioned shipping containers, plans to dish out more than 652,000 covers and samples during its tour across the country and will serve 200 winners high-quality gastro-style meals every day, which have been made from products in The Co-operative’s own-brand food range.
Diners will be encouraged to ‘check in’ on Facebook with their smart phones when they arrive, and, during the 30 minute meal, Tweet and tag pictures of themselves dining for a chance to win a seven day holiday for two people at an all-inclusive hotel in Marmaris, Turkey, courtesy of Thomas Cook and The Co-operative Travel.
All the food is free, and any tips will go to Carers Trust, The Co-operative’s charity of the year.
Helen Nunn, head of marketing at The Co-operative Food, said: “Social media is a fantastic way to connect to a wider audience, and we believe this experiential campaign will be a great way to build our brand awareness on social media channels and to get people talking.
“We are hoping to create a unique customer experience with this pop-up restaurant which will encourage the reappraisal of The Co-operative Food brand by showcasing our delicious products, and showing people how they can create amazing meals. We also hope to drive footfall to our stores and increase basket spend.
“The city-based locations have been selected to enable The Co-operative to engage with a younger audience – our research has shown that we need to engage with the ‘post-university, pre-mortgage’ shopper. This age group doesn’t take life too seriously at the moment, but it’s important for us to build an affinity with them as they journey through life.
“It’s also a great way for us to build awareness of our amazing food products, with a sharing antipasto platter at lunchtime or loaded burger with American fries and chipotle coleslaw for dinner.”
While lucky diners will be given a money-off coupon to buy a dessert from a local Co-operative food store, all visitors to the restaurant take home a redemption booklet with timed discount vouchers, and a basket-building money-off voucher to help build brand loyalty.
Passers by will be encouraged to visit The Co-operative’s pop-up restaurant to enjoy a delicious free sample from the hot food take-away counter, while smaller samples will be given away in each location to encourage people to try the products.
Local store staff will be given the chance to get involved in the campaign, with the pop-up restaurant opening its doors exclusively for them to try the food on offer before everyone else.
To raise further awareness of the Tweet 4 a Table campaign, local leafleting and advertisement bikes will be used, office drops delivered to specific organisations and the initiative will be supported by The Co-operative Food’s Twitter and Facebook pages, as well as through the retailer’s food website, in-store radio and till screen network.
Further information on The Co-operative’s Tweet 4 a Table campaign and a full itinerary can be found at co-operativefood.co.uk/