By John Glenday | Reporter

September 26, 2022 | 2 min read

Domino’s is ensuring it is oven-ready for an expected surge in demand for pizza this winter as the world girds itself for a double whammy of football and Christmas.

With one eye on the 2022 Fifa World Cup kicking off in Qatar on November 20, the fast food brand is recruiting a private army of 10,000 drivers, store staff and pizza chefs to ensure it is ready to cater to a surge in demand.

In a spot dubbed ‘Pitch Perfect,’ created by communications agency One Green Bean, Domino’s is trying to drum up interest amid a labor shortage by rewording fan football chants with pizza-related lyrics.

It also features an appearance by Lucy Bronze, the Euro-winning Lionness and former Domino’s employee.

Conscious of a crisis in hospitality recruitment, the 60-second ad adopts a different tack, targeting people willing to take on a second job to support their finances amid rising inflation, with a Domino’s poll indicating that 28% are ready to sacrifice their leisure time.

Kat Thomas, founder and global executive creative director at One Green Bean, said: “When we got an offside pass to help Domino’s recruit a match-fit squad, we knew it was a brief we wanted to tackle – we had a lot of fun developing creative with maximum fan appeal. We’re looking forward to seeing this multi-channel campaign deliver back-of-the-net results for the Domino’s team as the business gears up for a busy end of season.”

Marketing Brand Purpose Recruitment

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