Cuter than Cupid

How has this idea enhanced your club's operation, etc.?

Cool Springs Cafe, CCV’s fast casual restaurant, planned to sell heart-shaped pizzas for Valentine’s Day, but needed a new way to promote it to membership. A unique dining special needed a unique communications campaign, so the Communications Team decided to film and edit a member-centric Valentine’s Day video incorporating the savory treat.

After some research, the team landed on a “Kids Say The Darndest Things” concept and coordinated with the Youth Department to identify Junior Members that would be comfortable and eager to answer questions on camera about Valentine’s Day. Throughout the video, the stars were presented with two heart shaped pizzas – one cheese, one pepperoni – to capture their genuine reactions.

The kids loved the pizzas and offered thoughtful, and often humorous, responses to the Valentine’s Day-related questions.

How was this idea implemented, and what have been the club members' reactions?

The morning of Valentine’s Day, an email campaign was sent to our dining opt-in group. This group is specifically interested in dining specials occurring at the Club.

The campaign and the video helped increase sales of heart-shaped pizzas by almost 30% from the previous year. With the combination of pizza, cute kids, and a positive message, it remains one of our most complimented videos.