Q8 And Too Good To Go

Objective

Q8, a Danish fuel retailer, partnered with sustainability platform Too Good To Go to increase food bag distribution through their stations while educating customers about food waste reduction. The campaign aimed to drive foot traffic to Q8 locations and position the brand as environmentally conscious by leveraging the credibility and audience of Too Good To Go.

Solution

Playable developed a food-themed drop game with an educational introduction teaching players about food waste before engaging in competitive gameplay. The game offered 1,000 instant winner prizes: vouchers for Too Good To Go food bags redeemable at Q8 stations. The initial redemption required copying codes to the Too Good To Go app, which was later optimized to enable automatic code insertion directly into the app, reducing friction.

Results

60% of the 1,000 prize winners visited Q8 stations to claim their vouchers. The game generated 38,000 total gaming sessions with 800+ cumulative hours of engagement. Average play time per user was 1.5 minutes. The campaign's success prompted Too Good To Go to explore gamification expansion across 17 additional territories, and Q8 planned follow-up campaigns with major partners including Carlsberg, Red Bull, and Mars.