Channel 4 and Domino’s Pizza have teamed up to create the world’s first ‘pizza spa’ in their latest branded content piece, where guests can receive tomato and pepperoni facials, Garlic and Herb ice dips, and pizza vastas.
The campaign sees the broadcaster go behind the scenes at the pizza retreat to film a one-off episode following couple Holly and Alex who are visiting the spa.
While visiting, the pair meets Hoagy Nidd, played by Lydia Helen of The Man Behind the Machine, the (apparent) ‘visionary’ behind the food-based retreat.
The campaign, delivered by creative agency Havas Play UK, will premiere today (22 November) across Channel 4’s social media accounts including Instagram and TikTok.
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Channel 4 content solutions leader, Rupinder Downie said: “We are proud to partner with Domino’s once more and build on a brilliant 2024 of branded entertainment projects from Channel 4 Sales. Pizza Spa perfectly highlights Domino’s treat-centric ethos and brings a new meaning to ‘comfort’ food.”
The spot was produced by production house Mother’s Best Child and was commissioned by Channel 4’s digital commissioning executive, Catriona White, and digital commissioner editor, Charlie Hyland.
White added: “Working with Domino’s and Mother’s Best Child across our suite of bonkers social sketches is always a joy. This latest episode of Pizza Spa turned the dial once again in terms of creativity, seamless brand integration, and pure social-gold silliness.
“Mother’s Best Child are best in class at understanding Channel 4’s digital audiences and exactly how to playfully bait them with a topic that could *almost* be real – and I can’t wait for our audience to enjoy the latest in this partnership.”
This latest project comes after Channel 4 and Domino’s teamed up for the awarded-winning branded content piece ‘This Man Pays To be Treated Like Pizza’.
Other projects the two have worked on together include ‘Marriage Material’, and ‘Can Yodel Rap Make Its Way to Christmas Number One’?
