Executive Summary
In May 2025, Veryfi partnered with Alimentos Doria (Pastas Doria), one of Colombia’s most iconic food brands, to launch Lasagnas que te premian, a promotion that gamified the simple act of buying pasta. Instead of relying on static codes or delayed prize fulfillment, the campaign delivered something fresh: scan, play, and win, all in real time, on WhatsApp.
The mechanic was straightforward: buy a Doria lasagna, scan the hidden in-pack code, and instantly trigger a trivia challenge. Consumers had 60 seconds to answer three questions, one about the Doria brand, one about Disney’s Lilo & Stitch, and one that blended the two. Answer all correctly, and you’d win a COP $20,000 digital coupon, delivered instantly as a PDF, redeemable at Falabella, Totto, or Pepe Ganga.
The result was a campaign that didn’t just reward consumers, it entertained them, created family moments, and gave Doria a new digital channel for engagement and insights.
Company Background
Alimentos Doria is a household name in Colombia, best known for its pasta and lasagna products that have fed generations of families. As part of Grupo Nutresa, the brand has both heritage and scale, but also a need to innovate. In categories where products are staples and price is often the key driver, promotions can quickly feel transactional.
That’s why Doria turned to Veryfi. The goal wasn’t just to run another sweepstakes or give out coupons. It was to transform an everyday grocery purchase into an experience, one that blended fun, immediacy, and reward. By anchoring the promotion on WhatsApp, the brand could reach consumers directly, bypass the limitations of receipt-based campaigns, and deliver something personal in real time.
The Campaign Challenge
The challenge we worked on together was clear: how do you make pasta exciting? How do you turn a product people buy out of habit into a reason to smile, play, and engage with the brand?
Traditional promotions wouldn’t cut it. “Collect three codes and wait weeks for a prize” doesn’t work in a world where consumers expect immediacy. The campaign had to be:
- Fast: From scan to prize in under two minutes.
- Fun: A mechanic that felt like a game, not a chore.
- Flexible: Rewards that consumers could actually use, with retailer choice.
- Fraud-resistant: A national campaign requires airtight validation, single-attempt rules, and redemption security.
Balancing simplicity for consumers with robust backend controls for the brand was the heart of the challenge, and exactly where Veryfi’s technology excels.
Veryfi’s End-to-End Solution
We built Lasagnas que te premian entirely on Veryfi’s WhatsApp-native promotion platform. Here’s how it worked:
- Code Capture & Validation: Each lasagna pack carried a unique code inside. Once scanned, our system validated it instantly and unlocked the trivia challenge.
- Gamified Engagement: The WhatsApp bot launched a timed, three-question trivia game. With only 60 seconds to answer, the pressure made it exciting while keeping attempts fair and consistent.
- Real-Time Rewards: If all answers were correct, the bot automatically generated a personalized PDF coupon worth COP $20,000.
- Retailer Choice: Consumers chose where they wanted to redeem, Falabella, Totto, or Pepe Ganga. This choice added real value and differentiated the campaign.
- Fraud Prevention: Under the hood, Veryfi enforced single-use codes, tracked redemption attempts, and ensured each coupon was tied securely to a consumer record.
This integration of gamification, secure validation, and instant payout created a flow that was both delightful for consumers and bulletproof for the brand.
1. Register
2. OCR Code and Trivia
3. Instant Reward coupon in PDF
Implementation and Consumer Experience
The campaign ran nationwide from May 1 to June 11, 2025, across all Colombian retailers. For consumers, the journey was seamless: buy, scan, play, and win, all on the same WhatsApp chat they already used every day.
The trivia itself became the star of the experience. The mix of brand knowledge and pop culture (Disney’s Lilo & Stitch) brought families together to play. Parents and kids could answer questions together, cheer when they got them right, and celebrate when their PDF coupon arrived instantly in chat. That sense of immediacy, no waiting, no complicated redemption process, is what made this campaign stand out.
For Doria, the backend dashboard offered complete visibility into participation: scans, trivia completion rates, win/loss ratios, and coupon redemptions by retailers. Instead of flying blind, the brand had real-time insights into how consumers were interacting with the promotion.
Results and Impact
Over six weeks, Lasagnas que te premian delivered results that went far beyond coupon redemptions. Participation was strong, with thousands of consumers scanning codes and playing the trivia game nationwide. Redemption rates were high thanks to the instant gratification model and retailer choice.
But just as important was the qualitative impact. Consumers weren’t just buying pasta; they were engaging with the brand in a playful, memorable way. Social chatter and direct consumer feedback reflected excitement and delight. Families played together, kids got involved, and shoppers felt rewarded instantly.
For Doria, the campaign generated not only a spike in engagement but also a rich pool of structured data, participation patterns, trivia performance, retailer preferences, that can guide future campaigns. The brand learned which incentives resonate, when consumers engage most, and how gamification can turn a pantry staple into a conversation piece.
Technology Partnership Value
For Veryfi, this campaign was a showcase of what’s possible when packaging codes, WhatsApp interactivity, gamification, and instant payouts all come together in one flow. For Doria, it was proof that even a product category as traditional as pasta can be transformed into a digital-first experience that feels modern, fun, and rewarding.
Most importantly, the campaign created a repeatable template. The engine we built for Doria can be reused and adapted: swap the trivia theme, change the reward value, or expand to new retailers, all without reinventing the infrastructure. That’s the true power of this model: a promotion that delights consumers today while laying the groundwork for scalable loyalty in the future.