Domino’s brands itself 'The Official Food of Everything’ in bid to usurp the Sunday roast and fine dining
Domino’s Pizza has launched a campaign which will help it infiltrate homes with a newly communicated versatility, under attack are Sunday roasts, fancy nights out and basic nights in six TV commercials from VCCP, Blink Productions and the Bobbsey Twins from Homicide.
The creative agency, having won the account in April, has created six ads, portraying the different situations that can be improved by a Domino’s, all an effort to remove the public’s pizza inhibitions and perhaps breach new markets.
The campaign was planned and bought by Arena Media, and will see activity on TV, digital, radio, Spotify, PR, OOH and social. An unusual element to the work is a partnership with dating app Tinder. Those swiping through the service will be fed a Domino’s-branded profile card baring the new strapline and an offer.
Tony Holdway, sales and marketing director of Domino’s, said the campaign “shows what Domino's and pizza is all about in our customers lives”. Sarah Treliving, managing director of Arena Media, said the Tinder partnership allows Domino’s to reach young adults in a social frame of mind.” Further to that, the creative will appear on the big screen for the first time. She said it “will perfectly showcase the brand to consumers in a visually impressive yet relaxed environment”.
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Further to this, a further aspect to the vast campaign, Domino’s has launched a line of giftcards with a giveaway of 100 25 vouchers (all of which are well gone from the microsite). The giftcards celebrate 20 different food occasions, further underlining the brand’s efforts to integrate pizza with select moments.
The activity is a limited edition run and helped drive awareness of the new campaign launch.
The first two ads have been released. The Food of Squads and Nights in with the Fam.