The Official Food of Everything

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Domino’s, the nation’s best-loved pizza is now “The Official Food of Everything” – and we mean everything. Forget Sunday roasts, fancy nights out and basic nights in, treat yourself to a Domino’s instead. Whether you’re feeding your squad on the go or having a family night in front of the telly, give the oven the night off and choose a freshly handmade pizza.

VCCP won the Domino’s account in April this year and in its first campaign for the well-known brand, “The Official Food of Everything” it plans to show us exactly what this means. To launch this bold new manifesto, the team has created six television spots that illustrate the versatility of a freshly ordered Domino’s. The series features humorous real-life situations, seriously cool nerds and awkward family encounters, layered with catchy soundtracks all united by the love of an ordered pizza. The adverts are geared to portray that Domino’s isn’t just about getting good food fast, it’s a way to bring people together, to celebrate the big and the small or just the everyday, it works for everything, officially.

“The Official Food of Everything” campaign, which was planned and bought by Arena Media, launched with a fully integrated campaign including TV, digital, radio, Spotify, PR, social and a partnership with Tinder. The campaign also marks Domino’s first foray into cinema advertising and will see an OOH wrap at the iconic IMAX site in Waterloo.

The Official Food of Everything campaign will also form part of an exclusive partnership with Tinder, maintaining the brand’s presence among its key target consumer of 16-34 year olds. The activity will show Tinder users a Domino’s-branded profile card with a tongue-in-cheek message and “The Official Food of Everything” strapline. When users swipe right they will be served an offer message and a call to action to click through to the Domino’s website.