GOLDEN TICKET CAMPAIGN
Client: FoodVillage
Full Campaign Co-ordination & Delivery
Driving sales and app engagement through a gamified school-based campaign
Marketing campaign Ireland. The Golden Ticket campaign was built to do one thing; turn student interest into sustained app engagement across multiple schools.
Turning student ordering behaviour into sustained engagement; this is marketing campaign Ireland’s education sector can learn from.
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:
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Increase app downloads in underperforming schools
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Encourage repeat ordering through the FoodVillage app
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Re-engage students who had never used the platform before
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Create excitement and visibility within school environments
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Link offline activation with online conversion
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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, drawing on our marketing services.
We worked closely with the FoodVillage team to structure:
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A Golden Ticket discovery mechanic within schools
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Tiered voucher incentives (€3 and €5) to drive trial and repeat use
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A centralised grand prize competition across all participating schools
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Social media-led voucher redemption to control usage and prevent duplication
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Clear campaign timelines aligned with the academic calendar
We designed a marketing campaign Ireland schools and students would actually engage with, not just another promotion that gets ignored.
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.
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Defined the core story behind the Golden Ticket promotion
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Crafted messaging that motivated first-time app users and repeat orders
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Ensured all touchpoints; physical and digital, were consistent and on-brand
Digital & Interactive Engagement
We integrated online elements to capture behaviour and amplify engagement.
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Developed app-based tracking for voucher redemption and entries
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Added interactive elements to encourage repeated engagement and conversation
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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.
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Designed Golden Ticket print inserts, posters, and in-school visuals
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Simplified messaging so it was immediately understandable and exciting
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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.
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Tracked app downloads, voucher redemptions, and repeat ordering behaviour
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Monitored engagement across schools to identify high-performing tactics
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Delivered clear insights to inform future gamified campaigns and retention initiatives
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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.
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Designed discount vouchers and tiered prize mechanics for app engagement
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Created branded giveaway items that felt useful, desirable, and on-brand
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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.
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Coordinated timelines across multiple schools and campaign assets
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Managed approvals and production of physical and digital materials
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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 proves what a well-executed marketing campaign Ireland schools and food brands can build on looks like.
Client
FoodVillage
SERVICES
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Event Design
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Print Management
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Digital Communications
- Merchandise
- Marketing Campaign
SECTOR
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Education
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School Meals
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Food Services
- B2B
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