Japan’s largest pizza chain is not only sprinkling Queensland parsley on its products but also promoting Queensland to millions of Japanese pizza-lovers.
Pizza-La, a giant in Japan’s fast-food market, now sources parsley products from Sunshine Coast herb and spice company Gourmet Garden, following an introduction by TIQ.
Building on this Queensland connection, TIQ has also worked with Pizza-La and Tourism and Events Queensland (TEQ) to develop a promotion designed to further boost Pizza-La sales and deliver outcomes for Queensland business.
Throughout January, Pizza-La’s 550 outlets across Japan celebrated the 70th anniversary of Qantas flights into Japan by giving customers a chance to win return airfares to the Gold Coast.
A follow-up promotion is inviting Pizza-La customers to enter the draw to win one of 50 bottles of wine from Mt Cotton winery, Sirromet Wines.
Queensland Trade and Investment Commissioner for Japan Tak Adachi said the relationship with Pizza-La had been a great opportunity to weave together an export opportunity for a Queensland producer with an in-market promotion to promote the state more generally.
‘Pizza-La is one of Japan’s highest profile, top-selling food brands,’ he said.
‘They have been extremely impressed by the quality and reliability of the Gourmet Garden products, and were delighted to partner with TIQ and TEQ to develop these promotions.
‘It’s been a win-win all round, with Pizza-La sales benefiting from the promotions, and Queensland benefiting from the national exposure to Pizza-La customers.’
Mr Adachi said the campaigns were promoted predominantly online and via 15 million Pizza-La menu flyers distributed nationwide.
Processed foods are an important export product for Queensland, while tourism is the state’s second largest services export.
Both are identified as priority sectors in the Queensland Trade and Investment Strategy 2017–2022.