Vapiano integrates social media into its upcoming Mother's Day campaign
Going big for mums.
Vapiano launched its biggest Mother's Day campaign in over four years yesterday and announced that the brand will utilising social media for the campaign, aside from in-store design.
"New for this year are the window decals and the social media activity. We’re reaching out to specific groups of bloggers and running Instagram competitions with significant value prizes. We haven’t done that for Mother’s Day before. Every year it’s key for us to build on the previous year’s activity and we think 2014 is the best yet," said Will Cooke, owner of Vapiano Australia.
He emphasised that the main essence of the campaign is to reward the women who dedicate so much of their lives to their families. "Hard-working, everyday mums that could do with a night off to eat fresh Italian food and have some quality downtime in our welcoming restaurants. We want to help our loyal customers say thanks to mum."
Dubbed as 'Mamma's Month,' the campaign encourages guests to bring in their mothers who will receive free meals for 11 days, from Thursday 1st May until Mother's Day on Sunday 11th May at restaurants across Sydney, Brisbane, Melbourne and the Gold Coast.
"We didn’t want to do the usual ‘Mother’s Day menu’ or a one day promotion. It made sense to us as a business to extend the offer allowing us to build momentum and engagement in the run up to Mother’s Day," explained Cooke.
In addition, customers can win a $100 Vapiano voucher by taking a selfie with their mum and uploading it to Instagram using the hashtags #MyMammaSelfie and #VapianoAustralia.
"Customers can expect a hassle-free promotion that gives them the opportunity to take their mum to a Vapiano restaurant and spoil her. There are no vouchers to print off and we believe our guests appreciate that kind of convenience. We hope our customers make the most of the offer, engage with our social media program, and ultimately enjoy the experience so much they want to visit again."
