This year, September's Latin holiday Fiestas Patrias has added significance since several Hispanic cultures are celebrating 200 years of independence. In honor of the festivities, Pizza Patrón has teamed with Pepsi to roll out a fun twist on the more than 200-year-old Mexican game of chance, Lotería.
"We're a little over a week into the promotion, and have already had to go back and run more game cards. All our stores were running out, the game is so popular," says Andrew Gamm, brand director for Pizza Patrón.
Lotería is similar to Bingo, except it uses images on a deck of cards instead of plain numbers on round balls. The Pizza Patrón promotion features a handout with break-off pieces that emulate traditional Lotería cards. The cards can be used for a variety of discounts throughout the month of September, one per visit.
"The Lotería is a classic game that brings back very nostalgic memories for many Hispanics in the U.S.," Gamm says. "This is the type of promotion that makes perfect sense for Pizza Patrón because it reinforces our brand's unique cultural position in the marketplace, and it is fun and accessible for all of our customers of every ethnicity.”