Domino’s has launched a new integrated campaign introducing its new £4 lunchtime offering, with a celebratory high four.
The pizza brand’s agency of record VCCP worked with award-winning director Clay Weiner on a set of two spots – ‘High 4-Wraps’ and ‘High 4 Pizza’.
In a twist on the high five to get consumers remembering the price, the first film shows a group of protagonists speeding along a bustling high street showing off their £4 lunch and giving people high fours.
The second builds on the messaging, showing the protagonists bringing their £4 pizza back to the office.
As they share the delight of their lunch discovery, work colleagues throw back the high fours, even the boss. The video finishes off with the iconic dominoh-hoo-hoo sound.
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The spot will run throughout the UK until 5 May, across TVS, BVOD, social, radio and digital, with media planning and buying led by Havas Media UK and PR managed by One Green Bean.
“We’re looking to steal our competitor’s lunch. There’s considerable headroom for us to grow during the day, and the £4 lunch menu gives consumers what they have been asking for; a freshly made, piping hot lunch, at a competitive price,” said Domino’s marketing director Harry Dromey.
He continued: “High fours to VCCP for another cracking campaign. Let’s hope it works as well in real life as it did in consumer testing.”
VCCP deputy executive creative director David Masterman said: “A Domino’s for £4; surely that’s the stuff of dreams. We needed to celebrate this crazy lunchtime value in a way worthy of the brand.”
