GOLDEN TICKET CAMPAIGN

Client: FoodVillage

Full Campaign Co-ordination & Delivery

Driving sales and app engagement through a gamified school-based campaign

Turning student ordering behaviour into sustained engagement
As school-based food platforms grow, maintaining consistent ordering and app usage becomes increasingly difficult. Downloads stagnate. Engagement drops. Traditional discounts lose their effectiveness.

FoodVillage needed more than a once-off promotion; they needed a structured campaign that would create excitement within schools, drive first-time app usage, and reward repeat ordering behaviour over time.

HOAD developed a multi-school Golden Ticket Campaign designed to combine physical activation with digital engagement; creating momentum, competition, and measurable results across targeted locations.

The challenge

Food Village needed to:

  • Increase app downloads in underperforming schools

  • Encourage repeat ordering through the FoodVillage app

  • Re-engage students who had never used the platform before

  • Create excitement and visibility within school environments

  • Link offline activation with online conversion

  • Track participation and campaign performance effectively

All while ensuring the campaign was easy to execute, scalable across multiple schools, and aligned with school schedules.

Our approach

Rather than running a simple discount-led promotion, HOAD approached the campaign as a sales and retention system.

We worked closely with the FoodVillage team to structure:

  • A Golden Ticket discovery mechanic within schools

  • Tiered voucher incentives (€3 and €5) to drive trial and repeat use

  • A centralised grand prize competition across all participating schools

  • Social media-led voucher redemption to control usage and prevent duplication

  • Clear campaign timelines aligned with the academic calendar

The result was a campaign that rewarded behaviour rather than one-off actions; the more students ordered, the greater their chance of winning.

Get In touch

What HOAD delivered

We turned FoodVillage’s Golden Ticket promotion into a full gamified engagement experience: designed, planned, executed, and tracked end-to-end.

Campaign Strategy & Messaging

We helped FoodVillage communicate a clear, compelling campaign that resonated with students and schools alike.

  • Defined the core story behind the Golden Ticket promotion

  • Crafted messaging that motivated first-time app users and repeat orders

  • Ensured all touchpoints; physical and digital, were consistent and on-brand

Digital & Interactive Engagement

We integrated online elements to capture behaviour and amplify engagement.

  • Developed app-based tracking for voucher redemption and entries

  • Added interactive elements to encourage repeated engagement and conversation

  • Supported digital follow-up to sustain excitement and monitor results

Physical Activation & Print Materials

We created engaging, eye-catching visuals that brought the campaign to life inside schools.

  • Designed Golden Ticket print inserts, posters, and in-school visuals

  • Simplified messaging so it was immediately understandable and exciting

  • Managed production of all printed materials to maintain quality and brand consistency

Campaign Results & Insights

We measured and analysed performance to understand impact and optimise future campaigns.

  • Tracked app downloads, voucher redemptions, and repeat ordering behaviour

  • Monitored engagement across schools to identify high-performing tactics

  • Delivered clear insights to inform future gamified campaigns and retention initiatives

  • Highlighted key lessons learned to improve operational efficiency and participant experience

Branded Incentives & Rewards

We developed reward mechanics and items that students actually wanted, increasing participation and retention.

  • Designed discount vouchers and tiered prize mechanics for app engagement

  • Created branded giveaway items that felt useful, desirable, and on-brand

  • Extended the campaign’s visibility beyond the school through tangible rewards

Campaign Management & Coordination

We handled all operational and logistical details so the FoodVillage team could focus on execution.

  • Coordinated timelines across multiple schools and campaign assets

  • Managed approvals and production of physical and digital materials

  • Liaised with suppliers to ensure consistent quality and delivery

The Result

FoodVillage’s campaign performance shifted from short-term promotion to sustained engagement.

  • App downloads increased within targeted schools.
  • Repeat ordering behaviour was incentivised throughout the campaign period.
  • Physical activation created genuine excitement and conversation on the ground.
  • Social media integration strengthened digital touchpoints.
  • The campaign delivered measurable uplift while remaining operationally simple.

Most importantly, the Golden Ticket Campaign established a repeatable campaign framework; one that can be reactivated, refined, and scaled across future school rollouts.

Client

FoodVillage

SERVICES

  • Event Design

  • Print Management

  • Digital Communications

  • Merchandise
  • Marketing Campaign

SECTOR

  • Education

  • School Meals

  • Food Services

  • B2B
Food Village Website

We’ve spent 15 years turning good ideas into great results and we’re just getting started.

Whether you need a full rebrand, a new website, or just someone to finally make sense of your marketing, you’ll find real people here who actually care about your results

Phone

0404 70171

Email

[email protected]

Follow