Domino’s has launched a new spot inviting people to ‘Feast Like A Don’ and indulge in an Italian-inspired comfort food experience.
Spearheaded by VCCP, the tongue-in-cheek television spot chimes with the brand’s humorous messaging, showcasing the pizza chain’s latest product additions by putting a Mafioso twist on Domino’s classic Domino-oh-hoo-hoo branding, mixed with light-hearted themes like hand gestures, bolstered by the slogan ‘Feast Like A Don’.
Director Dom O’Riordan builds on the theme with a pastiche of mafia movies and Italian flavour, with the campaign momentarily turning a regular Domino’s lover into a Don, to warmly praise the pizza man for his feast and prompt service.
The AV and radio spots will go live from 4 March in the UK and Ireland and will run until 17 March, with DOOH, social and print all developed by Domino’s in-house studio Big Dip Studios. Media and planning is lead by Havas.
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Domino’s director of marketing Harry Dromey said: “Consumers don’t think too long or hard about where to buy their takeaway so top-of-the-mind awareness is key. I have no doubt this campaign from VCCP London will help ensure customers have Domino’s on the brain. Consumer testing says it makes people smile and want to lick the screen.”
VCCP deputy creative director David Masterman added “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.”
