CHALLENGE

Under Cover were challenged by Pieminster to bring new UK university students to their restaurants.

INSIGHT

The target market loves free food and drink!

Pieminister is famous for making the best pies known to man and now they’re available in Bristol, Cardiff and Leeds aswell as London.

.

STRATEGY

Visit Pieminister on Leather Lane or Gabriels Warf to pick up your ‘Live & Eat Pie’ wristband. Just show your wristband (along with your valid student I.D)

or go to www.pieminister.co.uk/freepint to get your unique voucher code. Take it (along with your valid student I.D) to Pieminister on Stokes Croft Bristol, St Mary Street Cardiff or Duncan Street Leeds and get a free pint when you buy a pie.

 Even better: to help you and your fellow students settle in to your new city Pieminister would like to give you 25% off your entire bill every time you pop in for a pie feast

SOLUTION

50,000 vouchers produced and distributed to 12 UK City University Freshers Fairs.

Win a pie feast every week for a year!

Go to www.pieminister.co.uk/restaurants to enter and follow @pieminister on Twitter and Like pieministeruk on Facebook.

RESULTS
980 Physical redemptions
1100 Digital redemptions
1300 Competition entries