Domino’s tries ‘heat’ ratings for new limited edition pizza

Domino’s Pizza is launching a pizza that allows consumers to choose how spicy they want the topping. The Meltdown will be launched later this month.

The pizza, which is topped with chilli cheese, jalapenos, meatballs and mustard, has three different levels of chilli toppings – “hot”, “fiery” and “through the roof”.

The Meltdown will be supported by a major ad campaign, which breaks on October 23 and includes TV, direct mail, online and in-store. The campaign will also be extended to its sponsorship of The Simpsons on Sky One. Domino’s claims the pizza is its biggest launch to date.

The TV campaign, which has been created by Team Saatchi, will continue the theme of the company’s World Cup campaign, which showed “friends” John and Bernard fighting to be the biggest football lover (MW April 6). The latest execution will see them challenging each other to eat the hottest pizza.

Domino’s head of marketing Robin Auld says that the pizza and the campaign are both aimed at its core 18- to 24-year-old male market.

Auld says: “This launch is about bringing novelty and excitement to our range. It is different and we want to get people talking about it.”

The pizza is being launched as a limited edition, but it may be introduced to the menu if it proves successful. Previous limited edition launches, such as the Double Decadence and the Texas Barbecue, have since been added to the menu permanently.

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