Exchange Tower’s Spicy Food Court Promotion


Toronto’s Exchange Tower wanted to draw attention to its food court and food court retailers over the summer, providing shoppers with good reason to spend their lunch hours with some tasty food and a bit of shopping. So over a week and a half in July, it put its promotional might behind a great new campaign.

A kiosk was set up in the center’s main concourse. Shoppers who stopped at the kiosk could take a short, fun and interactive poll to determine their “Food Sign” – whether they were Hot Tamales, Fresh & Fit, Sweet & Sassy or Go-getters. Every participant was given a coupon good for anywhere from $1 to $10 at any Exchange Tower eatery.

A related contest was available online. In return for participating, shoppers were entered to win a grand prize of a $500 summer package from Toss & Serve Quality Kitchenware, or a second prize of free lunch for a week, delivered directly to the winner’s office.

Center staff dressed up and handed cards out to shoppers in the center, directing them to discover their Food Sign. Impressively, the event was so popular that the center ran out of coupons in just five days. The kiosk averaged a visitor every three minutes over those days, and over half the participants opted in for further contact. Even better, 65% of participants redeemed their coupons at one of the center’s eateries. Oh, and if you’re curious — the most popular sign at Exchange Tower was the Hot Tamale.


  • Anonymous

    I entered this contest and was sweet & sassy! 😀

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