London, 5th March, 2024: Domino’s, the UK’s most loved pizza delivery company, together with strategic creative agency VCCP London, today launches new TV spots inviting people to ‘Feast like a Don’ and indulge in an Italian-inspired comfort food experience.
The integrated campaign showcases their latest culinary innovations, the Ultimate Lasagne Pizza and Ultimate Carbonara Pizza. In a bid to generate passion for the new products, Domino’s latest ads take inspiration from classic Mafia movies, momentarily turning a regular Dom’s lover into a “Don” to warmly praise the delivery man for the fantastic feast and prompt service.
The tongue-in-cheek campaign adapts Domino’s famous Domin-oh-hoo-hoo sonic branding with a Mafioso twist.
The campaign is crafted to showcase product innovation in a lighthearted way mixing authentic Italian themes, hand gestures, and a subtle nod to Mafia imagery, culminating with the tagline ‘Feast like a Don’.
Director Dom O’Riordan showcases the new range in a humorous light, a pastiche of mafia movies and Italiano flavour which accentuates the qualities of Domino’s new range.
“Consumers don’t think too long or hard about where to buy their takeaway, so top-of-mind awareness is key. I have no doubt this campaign from VCCP London will help ensure consumers have Domino’s on the brain. Consumer testing says it makes people smile and want to lick the screen.”
Harry Dromey, Director of Marketing at Domino’s
“We can, obviously, only speculate what Don Corleone would make of a Lasagne, or Carbonara Domino’s, but maybe, just maybe, he would greet his delivery rider like this.”
David Masterman, Deputy Executive Creative Director at VCCP
The AV spot and Radio will go live from Monday 4th March in the UK and Ireland and will run until the 17th March. D/OOH, social and print were all developed by Domino’s in-house studio, Big Dip Studios with media planning and buying led by Havas Media
CAMPAIGN CREDITS CAMPAIGN TITLE: Feast Like a Don CLIENTS: Domino’s DIRECTOR OF MARKETING: Harry Dromey SENIOR CAMPAIGN MANAGER: Matt Reed SENIOR MEDIA MANAGER: Kerry Morrow ASSISTANT CAMPAIGN MANAGER: Nicole Mulcah DOMINO’S INTERNAL AGENCY: Big Dip Studios ADVERTISING AGENCY: VCCP EXECUTIVE CREATIVE DIRECTOR: Dave Masterman CREATIVE TEAM: Arthur Harry & Ludo Thomas MANAGING PARTNER: Jess Aspinall BUSINESS DIRECTOR: Claire Fleet SENIOR ACCOUNT MANAGER: Nathan Thomas HEAD OF PLANNING: Ross Cameron SENIOR PLANNER: Nathan Velayudhan AGENCY TV PRODUCER: Selena Cunningham AGENCY CREATIVE PRODUCER: Sally Archer MEDIA BUYING AGENCY: Havas PRODUCTION COMPANY: Girl&Bear DIRECTOR: Dominic O’Riordan EDITOR: Ashley Sykes EXECUTIVE PRODUCER: Charlotte Borrell PRODUCER: Selena Cunningham POST-PRODUCTION COMPANY: Coffee & TV DOP: Joe Douglas PRODUCTION DESIGNER: Bobby Nicholls COLOURIST Simona Cristea AUDIO POST-PRODUCTION COMPANY: Jungle
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