By Rebecca Stewart, Trends Editor

March 22, 2016 | 2 min read

Domino’s UK has unveiled the latest iteration of its 'Greatness' campaign, with an integrated drive designed to show how one of its pizzas give foodies a case of the 'Mouth Boggles'.

The new ads were born out of social study which asked fans to describe the main emotions that came with ordering a pizza, most of the responses came in the shape of excitable GIFs, selfies and emojis. Concluding that the feelings associated with freshly-baked pizza can leave customers lost for words, Domino’s and creative shop Iris decided to dramatise this to create a campaign showing the 'boggles' effect.

Iris has also produced bespoke Snapchat Lenses, giving users a 'Lost for Words' filter that will let them 'boggle' their mouth to mimic the reactions demonstrated in the TV ad. Domino’s launched on Snapchat earlier this year, and says its "keen to experiment with Lenses" going forward.

A special Giphy channel, to help fans describe how Domino’s makes them feel, will also run alongside the campaign.

Nick Dutch, head of digital for the pizza firm said: “At Domino’s we’ve a passion for creating great digital experiences that tap into culturally relevant phenomena, experiences and behaviours which we believe increases the accessibility and sharability of our content, which ultimately drives a greater emotional connection to our brand."

Snap Domino's Pizza Iris

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