# Golden Pizza Ball Promotions Pizza Express Celebrates 45 Years of Dough Balls with Gold Versions By Laura McQuarrie | Published 2014-01-26 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/dough-balls References: [mirror](http://www.mirror.co.uk/3am/going-gold-joey-essex-ditches-3015732) & [pizzaexpressnews](http://www.pizzaexpressnews.com/tag/gold/) Pizza Express’ Dough Balls have been on its menu now for 45 years and to celebrate, a scavenger hunt has been launched. To announce this exciting event, Pizza Express Dough Balls were coated with edible gold and photographed with an equally as luminous Joey Essex, also painted in gold. One of the Dough Balls will be hidden at one of its restaurants and upon finding it, the winner will get to swap the edible Dough Ball for a real solid gold one, worth £5,000. Another 10 will be hidden in Original Dough Ball packages and one of these 10 people will be eligible to claim the second golden ball. Pizza Express will post hints on [Facebook](https://www.trendhunter.com/trends/pizza-spa) and [Twitter](https://www.trendhunter.com/trends/golden-super-combo-pizza) and the hunt will come to a close by the end of this month. ## Trend Insights (Trend Hunter) - Score: 5.0/10 - Popularity: 66% | Activity: 75% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### What's Driving This Trend - **Scavenger Hunt Promotions:** Pizza Express launches a scavenger hunt promotion for their iconic Dough Balls with a golden twist - **Celebration Through Novelty Promotions:** Introducing novelty promotions to celebrate milestones like anniversaries and special events has proved to be successful. - **Limited Edition Promotions:** Creating limited edition promotions can generate excitement and exclusivity for brands. ### Who This Affects Most - **Food and Beverage:** The food and beverage industry can leverage novelty promotions to generate buzz and attract more customers. - **Marketing and Advertising:** The marketing and advertising industry can devise creative and unique campaigns like scavenger hunts to promote a brand and its products. - **Retail:** The retail industry can capitalize on limited edition promotions, tapping into people's fear of missing out (FOMO) to increase sales and customer engagement. ## Related on Trend Hunter - [Pizza Dough-Inspired Stress Balls](https://www.trendhunter.com/trends/dough-stress-balls.md) - [Gilded Gold Leaf Pizzas](https://www.trendhunter.com/trends/golden-super-combo-pizza.md) - [Double-Dough Pizza Items](https://www.trendhunter.com/trends/pizzaexpress-1.md) - [Pizza-Themed Beer Promotions](https://www.trendhunter.com/trends/old-golden-hen.md) - [Pizza Brand Fashion Collections](https://www.trendhunter.com/trends/pizzaexpress-the-icons-collection.md) - [Ready-to-Bake Artisan Pizzas](https://www.trendhunter.com/trends/pizzaexpress-specials.md) - [Celebratory Lava Cake Giveaways](https://www.trendhunter.com/trends/chocolate-lava-crunch-cakes.md) - [Ready-to-Prepare Pizza Kits](https://www.trendhunter.com/trends/gousto-x-pizzaexpress-range.md) - [Casual Pizzeria Marketing](https://www.trendhunter.com/trends/uk-pizza-chain.md)