The campaign is being fronted by a TV ad featuring a Domino’s deliveryman travelling through a series of extreme weather conditions to ensure the pizza reaches its destination. It is soundtracked to the theme tune of 1970’s show ‘Champion The Wonder Horse’ and is the first time Domino’s revamped branding has featured in its TV activity since it was rolled out in-stores earlier this year.
Further TV and digital activity will launch this weekend (7 September) around the brand’s sponsorship of this year’s X Factor series on ITV.
The pizza chain says the campaign highlights how it does not “cut corners on quality” and champions its products as an alternative for parents looking to avoid the “stresses of midweek cooking”. It is a shift from previous ads which have been used in recent years to promote specific promotions rather than communicate brand values.
Simon Wallis, sales and marketing director at Domino’s UK, says: “Our bold tone of voice is back. We know our customers won’t settle for ordinary and demand great so that is what we do.“
The brand backed its “relentless focus on service” and upcoming marketing initiatives earlier this year to continue the double-digit growth it experienced at the start of 2013. Like-for-like UK sales had risen by 6.4 per cent for the first half of 2013. The company revealed that e-commerce now accounts for 63.3 per cent of UK sales for the first half, up from 52.4 per cent year-on-year.