How do you get a loyalty programme to be a main news story, when at best they're known as a means for a free coffee?

Call out the truth: Loyalty’s not the motivator. Offers & rewards are.

Our idea, ‘Loyalty's Dead. Live for Rewards’ enlisted Rhodri Giggs, known as the brother of footballer Ryan Giggs, who had an 8 year affair with his wife, as brand ambassador. Rhodri provided his take on loyalty, explaining how loyalty gets you nowhere, live for rewards instead.

Launched on Paddy’s social channels, it was seen by 4.5 million people before a penny was spent on media & was front page news on all the major UK tabloids.