In celebration of Easter 2025, The Festive Store partnered with Moonee Ponds Central to design and deliver a captivating, themed retail display that promoted fresh food retailers through a fun, engaging campaign. Centred around a whimsical pizzeria façade, this fresh food promtion brought the atmosphere of a charming Italian eatery into the shopping centre, combining branding, playfulness, and promotional strategy.
Fresh food promotion – concept
The fresh food campaign, titled “Spin to Win”, was designed to drive foot traffic and encourage shopper engagement with fresh food outlets at Moonee Ponds Central. Customers who spent $30 or more at participating retailers were invited to spin a prize wheel for the chance to win a variety of rewards, including the headline giveaway: a home pizza oven.
This display served multiple purposes:
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Campaign Promotion – Visually promoted the fresh food competition.
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Activation Hub – Provided a focal point for weekend prize draws.
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Photo Opportunity – With its bold red-and-white design, the space became a natural backdrop for social media sharing.
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Dwell Zone – Offered a welcoming spot to sit and enjoy the themed ambiance, styled like a tiny alfresco pizzeria.
Fresh food promotion – design features
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A custom-built pizzeria-style façade complete with brick-effect walls, striped awning, “Open” signage, and classic Italian checkerboard floor vinyl.
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A large interactive prize spinner mounted in the centre of the display – bold, tactile, and easily visible from across the centre.
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Bistro-style furniture (black iron table and chairs) creating a charming, functional photo and seating area.
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Hanging ‘Win’ signage and greenery accents to soften the structure and enhance aesthetic appeal.
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Modular footprint for easy placement and operation within high-traffic mall areas.
Fresh food promotion – activation & engagement
Running across multiple weekends, the “Spin to Win” fresh food promotion and activation drew in families and shoppers with its playful energy and interactivity. On designated Spin Saturdays, the area buzzed with excitement as kids and adults alike took their chance at the prize wheel.
Key engagement moments included:
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Live prize draws with centre staff or brand ambassadors managing the activation.
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QR code signage for quick campaign entry and rules access.
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Instagrammable moments shared by the centre and customers, helping to amplify campaign visibility online.
Outcomes
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Strong visual and physical presence in the centre, anchoring the campaign.
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Effective footfall engagement, encouraging interaction with the fresh food precinct.
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Increased social media traction, driven by family-friendly design and joyful customer experiences.
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A campaign space that offered both utility and storytelling, merging retail objectives with delightful in-mall moments.