Domino’s returns to TV for Gourmet range

Domino’s is prepping a TV and digital marketing campaign to promote its Gourmet pizza range, as part of its efforts to widen its customer base.

Domino's Gourmet pizza range

The campaign will trumpet the newly expanded range that will see a Four Seasons variant added to the Gourmet range Domino’s introduced last year to target more affluent customers.

Domino’s launch activity for the Gourmet range last year focused on the first series of ITV’s real time interactive TV show Red or Black, hosted by Ant and Dec.

The show format got mixed reviews, much of it negative, and Domino’s will not continue its sponsorship for the second series which is due to air later this year.

Simon Wallis, Domino’s sales and marketing director, says the range was “well received” and successfully attracted new customers to the brand but that “there are better ways to focus our spend” to drive further growth.

He adds that Domino’s will still look to be a part of Saturday night family TV shows, but would not confirm any upcoming sponsorship activity. The pizza chain has previously sponsored Britain’s Got Talent and The Simpsons.

TV activity will be supported by significant digital activity. Wallis adds Domino’s “has been keen to embrace and innovate” in social channels and will continue to do so to “engage and entertain beyond deals”.

It has trialled F-commerce and offering Facebook fans exclusive access to new products. It also launched a spoof three-part animated series last week and invited fans to influence the story line.

Digital makes up 40 per cent of the brand’s marketing and media spend, up from 30 per cent a year ago.

Domino’s reported an 11% rise in sales to £286.9m for the 26 weeks to 24 June and a 5.2% rise in like for like sales. Pre-tax profit, excluding its fledgling German business increased 15.2% to £23.3m.

Online sales account for more than half (52.4%) of UK sales, with 17.9% of this coming through mobile devices.

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