Domino's Pizza marketing assault puts quality and freshness front and centre
Domino’s Pizza is promoting the quality of its ingredients and the fact that every pizza is made by hand, fresh to order in a new marketing push spanning TV, VOD, mobile, PR and social media.
The campaign, developed by iris Worldwide and supported by Arena and LightBrigade PR, kicks off with a 30” TV ad which shows the pizza making process back-to-front from delivery back to a single ball of fresh dough, even the signature Domino’s soundtrack ‘Greatness’ gets the reverse treatment.
Running until 13 April the creative aims to reach a national audience across terrestrial and digital platforms and will tap into family ordering hotspots like weekends. VOD will give additional coverage with skin formats and homepage takeovers which will allow click through to the Domino’s site.
A mobile initiative focussed on driving downloads of the Domino’s app will also run during the same period using app targeting to extend user reach, on the social side the brand is encouraging engagement and conversation between fans.
Jane Walker, head of marketing at Domino’s Pizza, commented: “Last year we handmade over 65 million pizzas, so we wanted this campaign to demonstrate how each and every one of these are made to order from fresh, hand stretched dough and tasty, quality toppings. From our secret recipe tomato sauce to 100 per cent British mozzarella, sourcing delicious ingredients and creating a fantastic end product for our customers is at the heart of everything we do.”
Quality will also be the underlying message of the new Domino’s Pizza Corporate site, placing greater emphasis on product images and championing the finest ingredients.
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