Domino’s Pizza is airing a new campaign this week for the launch of its New Steak Special Pizza. The 30-second ad is the first work for Domino’s by Big Communications, after the Leicester-based agency won the business last month, following a pitch. The incumbent, Team Saatchi, did not repitch for the business, understood to be worth £3m.
The ad will appear for eight weeks on Channel 4, Five, MTV, Sky and Setanta Sports. Using the strapline: “It doesn’t get better than this”, the ad uses a voice-over provided by comedian Rob Brydon. Media buying is by BLM in the UK and GT Media in the Republic of Ireland.
The commercial is being supported by a viral campaign to coincide with Valentine’s Day, where users can send personalised Valentine’s messages. The viral was produced by Fuse Digital, a sister company to Big Communications. Both are part of the Mission Marketing Group.