Let's go to Naples with Paesano Pizza

Pizza is already amazing. But imagine enjoying a pizza in Glasgow and then getting the chance to win the opportunity to eat pizza in its birthplace – Naples. Well, that dream was made a reality this summer for one lucky Paesano Pizza fan, and Big Think helped make it happen.

Between 4th August and 7th September, we helped our long-standing client Paesano run a digital and in-restaurant campaign to drive footfall into the three Paesano restaurants - city centre, West End and the newly-opened Shawlands.

The campaign, which saw ‘passports’ with QR codes presented to customers with their bill outlining all the details of how to enter, successfully drove customers to the other restaurant branches to enter the competition, all while growing a location-based database. Supported by digital activity promoting the once-in-a-lifetime competition to win the all-expenses paid trip to Italy - the results spoke for themselves.

We previously helped the fan-favourite pizza spot run this competition in 2023, with our results trebling in success since it was last executed: the total reach across the entirety of digital increased from 634,250 in 2023 to 1,822,400 in 2025

Building upon our previous use of using each channel effectively to achieve targeted reach garnered excellent results: there was a reach of almost one million on Google alone during the campaign.

The click-through rates also exceeded Meta’s benchmark across all audiences, demonstrating strong engagement - we reached over 263k people in our target area of Greater Glasgow and served over 812k impressions.

On TikTok, our targeting was aimed at Glasgow and Edinburgh audiences between the 18-24, 25-34, 35-44 and 45-54 demographics. We reached over 571k people in our target area of Greater Glasgow and almost 2.5k users clicked through to the Naples landing page - showing there was a real appetite for such an exciting win.

To support digital activity, the client also launched the competition to their established database of over 30,000 pizza lovers: gaining a 45.05% open rate.

By rewarding people for their custom with such a spectacular prize (that could only be accessed in-restaurant!), Paesano didn’t only cement itself as one of Glasgow’s continued favourite pizza spots, but built long-term results and loyalty, all whilst gaining additional footfall during the campaign’s run.