ABOUT THE BRAND
Amy’s Kitchen is a global ready-to-cook food brand known for its premium ingredients and convenience-led meals. As it entered Indian Modern Trade shelves, the brand needed a sales promotion mechanic that could trigger immediate trial and convert walk-in shoppers into first-time buyers.
CAMPAIGN OVERVIEW
To drive off-shelf conversions and boost adoption of its new India-ready pizza range, Amy’s Kitchen introduced a purchase-linked reward:
Buy any Amy’s Kitchen pizza → Get ₹100 off on your next Uber ride.
A simple, high-utility offer that matched the lifestyle of urban consumers — and created a compelling reason to try the product.
CHALLENGES
Amy’s Kitchen was launching into a competitive category dominated by local and international frozen/ready-to-eat brands. The brand needed a sales-led solution that would:
- Trigger impulse trial at the shelf
- Provide instant perceived value to the buyer
- Match the premium, convenience-driven brand positioning
- Appeal strongly to busy metro professionals
- Deliver a clear and easy-to-redeem incentive
The reward had to work as a sales lever, not just a brand-building exercise.
REWARDPORT SOLUTION
RewardPort executed a digital Uber discount campaign, designed for maximum in-store conversion.
What Made It a Strong Sales Promotion Mechanism
- Purchase-linked reward: Buy → Get ₹100 instantly
- High relevance for the target group (urban mobility benefit)
- Digital reward with instant delivery
- No logistics, no delays, no operational complication
- In-store visibility supported impulse decision-making
The offer created a strong “extra value” moment right at the point of purchase.
WAY OF EXECUTION
RewardPort ensured the campaign worked flawlessly inside stores:
- Uber discount codes were issued with every qualifying purchase
- Shoppers redeemed directly via the Uber app
- Sales staff communicated the offer to push trial
- Modern Trade outlets promoted the offer at the shelf and checkout
- RewardPort handled backend fulfilment and customer support
Everything was designed for one outcome: increase sales at the counter.
RESULTS
The sales promotion delivered strong commercial outcomes:
- Noticeable spike in first-time trials for the pizza range
- Higher basket penetration during the promo period
- Better shelf visibility and recall in Modern Trade
- Increased conversion rate among target shoppers
- Strong brand alignment with urban lifestyle & convenience
The Uber reward worked exactly as intended — it fueled trial, added value, and accelerated product acceptance in India.