Domino’s Pizza has unveiled a new marketing campaign, spanning TV, VOD, mobile, PR and social media, to promote the quality of its ingredients and bring to life the fact that every pizza is made by hand and made fresh to order.
The campaign kicks off with a 30 second TV ad which shows the pizza making process played back to front from delicious slices of pizza in the hand of a hungry family, all the way back to a single ball of fresh dough. Even the signature soundtrack from the previous ‘Greatness’ ad is played in reverse.
The latest TV commercial which runs through March until 13 April, aims to reach a national audience across both terrestrial (ITV1, C4,C5) and digital (ITV dig, C4 dig, Five dig, Sky Media) – tapping into family customers where weekend orders are key. The use of VOD (ITV Player, Sky Go, 40D) gives additional audience cover as well as more engaging skin formats, with a homepage takeover feel that allows click backs through to the Domino’s website.
The mobile strand of the campaign is focused to drive downloads of the Domino’s app and will use app targeting to extend user reach. The social element ties the campaign back to the consumer and aims to encourage engagement and create conversation between fans.
Quality will also be the underlying message throughout the new Domino’s Pizza Corporate website, which places greater emphasis on product imagery and championing the finest ingredients.
Jane Walker, Head of Marketing at Domino’s Pizza Group 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% British mozzarella, sourcing delicious ingredients and creating a fantastic end product for our customers is at the heart of everything we do.”
To view the TV advert, click here
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