Pizza Hut UK has been unveiled as the ‘Official Sponsor of Dominoes’ in a playful new campaign that sees the pizza chain poke fun at one of its biggest rivals.
Created by international agency Iris Worldwide, the creative builds upon out-of-home teasers launched last week that read “People who like Dominoes love Pizza Hut”.
Whilst the campaign might seem a tad provocative – the pizza restaurant’s sponsorship in fact relates to the 2024 World Championship Domino Tournament, with the US chain capitalising on a brilliant play on words.
“The launch of our ‘Together we Pizza’ brand platform allows us to celebrate Pizza Hut with our existing fans, while getting new audiences excited about the moments that bring us together, and our great tasting pizza,” said Pizza Hut UK CMO, Jana Ulaite.
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“Surprising and delighting our customers is at the heart of our brand. With this campaign that announces our partnership with the 2024 World Championship Domino Tournament, we’re establishing our taste message and refreshing our tone of voice as part of this brand and product relaunch.”
The innovative, social-first creative will form part of Pizza Hut’s new ‘Together We Pizza’ brand platform with a focus on tapping into cultural moments of social excitement and togetherness.
Iris Worldwide chief creative officer, Grant Hunter added: “2024’s summer of sport is all about healthy competition and shared moments of togetherness. With our new campaign, we’ve captured this spirit perfectly.
“As the official partner of the 2024 World Championship Domino Tournament, we’re bringing the swagger back to Pizza Hut with a playful reminder that while the UK focuses on the Euros, there’s another global championship where Pizza Hut is front and centre.”
