If You Don’t Use It, Your Rival Will

Zé Delivery, the largest beverage delivery app in the Brazil, is leveraging the power of teams to create a real battle between fans. Beyond the traditional football championship rivalries, the app is promoting a competition over the use of the “Fan Cashback,” an exclusive and recurring benefit for club members. In this contest, there are no trophies or medals at stake; the prize is the unused discounts of rival teams! Now, you can drink on your rival’s tab by using the coupons they missed out on.

To tell this story, Zé Delivery has recruited star football players like Petkovic, Donizete, Fred, and Jefferson, representing Rio de Janeiro's top four teams—Flamengo, Vasco, Fluminense, and Botafogo, respectively. The goal is to tap into Rio’s playful banter by using the natural rivalries between the clubs to promote the use of the Cashback coupons. Phrases like "If you don’t use it, your rival will" and "The definitions of ‘customer’ have been updated" are part of the campaign to encourage app use and ignite healthy competition between fans, in an action developed by agency Jogo.

In October and November, club members who use the Fan Cashback coupon will receive an extra coupon "taken" from their rival. In other words, if you don’t use your coupon, we’ll give it to your rival! It’s one R$15 coupon per month on purchases over R$50. So, you know, “if you don’t use it, your rival will.”

"We are the app of fun, celebrating one of the biggest national passions. Football is part of Zé Delivery’s DNA and is one of our top consumption occasions. We’ve always connected with football fans through creative actions, promotions, and various activations. This time, we’re bringing together four of Brazil’s most passionate fanbases, led by iconic club idols, in a fun and benefit-filled challenge for club members," says Thaís Azevedo, Marketing Director of Zé Delivery.

“True football fans know that losing to a rival is unacceptable—whether in a game or in the competition to use a benefit. So, on my side, I call on all Flamengo fans to use Zé Delivery’s cashback,” says Petkovic.

Today, with over 200,000 active members in its program from the top four Rio de Janeiro teams alone, the app "ranks" teams based on how much they use the Cashback, turning the competition into a fierce contest. Of all registered club members, more than 60% are already using the benefit.

"Football has a unique ability to combine passion and rivalry that transcends logic. At Jogo, we are an agency focused on innovative and creative solutions in sports and entertainment, and that’s the mindset we used to create this campaign, which engages football fans while encouraging cashback usage. Football fans know: anyone can miss out on a benefit, but never if that benefit is going to your biggest rival," comments Matías Menéndez, CCO of Jogo.

Personalized Messages – Fans participating in the action can receive a personalized message from their team idol, using AI-generated messages pre-recorded with Petkovic, Donizete, Fred, and Jefferson. “To celebrate supporting your team, there’s nothing better than having a football legend share in the moment with you. Each of the four teams has a representative, allowing fans to creatively and uniquely immortalize this experience,” adds Thais.

“One of the things fans request the most is personalized messages. With this action, Zé Delivery has found a way to reach even more fans, while each one enjoys the benefits of being a club member. In other words: fans win by using the cashback, get a personalized message, and the team wins with the brand’s support,” explains Fred.

Zé Delivery is already recognized as one of the biggest supporters of national football. More than 30 clubs are partnered with the brand through the Fan Cashback program, in collaboration with the clubs’ membership programs. These actions are part of Zé Delivery's strategy to support and strengthen national football and to be ever-present in consumers' fun moments, delivering all kinds of beverages. And using the Cashback is as easy as scoring an open-goal. At the end of any order in the app, just add your monthly coupons. Goal! Every club member gets 50% of their membership fee back in coupons on the Zé Delivery app.

Each club member receives 50% of their monthly membership fee back as three R$10 coupons, redeemable on purchases over R$50 each month. The program applies to all plans, for both old and new members.