Compare the Market looks to drive longer-term loyalty with Meerkat Meals launch
The UK price comparison site describes the reward scheme as a “huge step-change” for the brand as it unveils its first campaign for the new reward scheme.
Compare the Market has partnered with Tastecard to launch Meerkat Meals, a new reward scheme for customers offering two-for-one meals at a number of restaurants across the UK, which it describes as a “huge step-change” for the brand.
Anybody who switches energy or buys a qualifying product through the price comparison site will be able to claim the offer, which is available between Sunday and Thursday for one year.
“In terms of the research that we’ve done we’re very keen to tap into the things that are most beneficial from our customers’ perspectives,” Compare the Market’s director of customer rewards and partnership, Julie Daniels tells Marketing Week.
“The main thing we’ve heard from customers is that they want to spend time with their friends, family and loved ones, and just trying to offer a reward that really tries to facilitate that for them was really big for us.”
Meerkat Meals builds on the brand’s already well-established Meerkat Movies offer, which Compare the Market says has saved the UK £74.2m over the past three years by giving away over 10 million free cinema tickets.
The six million customers already signed up to Compare the Market will automatically receive the new deal on top of the film offer, while new customers only have to purchase one thing to qualify.
“What we’re hoping is customers see the value and benefit of that and continue to come back,” Daniels says.
The new scheme is being supported by a multi-million pound marketing campaign, which includes TV, digital, out-of-home, radio, social and experiential.
A series of three 30-second adverts, created by VCCP, feature the brand’s signature meerkats immersed in a series of dining out moments. Each advert will see Aleksandr and Sergei gatecrash distinctive restaurant occasions – including a date, a friend’s diner and a birthday party – to remind diners of the two-for-one reward.
“One of the things we’re really keen to do is make sure customers are really utilising the reward,” Daniels adds. “So understanding the footfall and the amount we’re increasing footfall by incrementally in the restaurant and film network is really important because that also shows how valuable customers are finding those rewards.
“But equally the partnerships that we’re building across the cinema and food industry, we want to bring incrementality to their business as well.”
Restaurants that have already signed up include Zizzi’s, Strada, Handmade Burger Co, Bella Italia, Belgo, La Tasca, Pizza Hut, Prezzo, Ask Italian, Frankie & Benny’s, Chiquitos, Coast to Coast and Café Rouge, as well as over a thousand independents.