Domino's 'The official food of everything' / VCCP

In its first work for the pizza giant since obtaining its creative business in April, VCCP has created a series of six 30-second spots which position Domino’s as the food which punctuates many social occasions in our lives. Each ad focuses on how Domino’s plays a role in different social occasions. One spot sees a pair of teenage siblings in a slow motion scuffle down the hallway of their home, the cause of which is then revealed as the fight to claim the comfy, recliner armchair for their pizza evening in with the family. Another shows a group of girls assemble to console their one friend who has been ditched by her boyfriend with Domino's pizza as the comfort food of choice. The humorous ads run under the strapline ‘the official food of everything’.

Each of the six new ads use different songs which help compliment the given scenario. For example, ‘Anniversary’ uses Minnie Riperton’s Loving You to accompany the scene of a couple’s dismal 23^rd wedding anniversary which sees the wife fallen asleep on the sofa as her husband sits at the opposite end unimpressed. Another uses P.Diddy’s ‘Bad Boys for Life’ to soundtrack ‘Squad’, which sees a group of cool nerds strutting through town with ultimate confidence.

To celebrate the new campaign, the brand gave fans any excuse to grab one of its pizzas by giving away 100 £25 gift vouchers. The vouchers were on offer along with 20 limited addition pizza-themed greeting cards at a dedicated ‘official food of everything’ website but, unsurprisingly, have all now been claimed. However, a message on the website suggested that, due to the popularity of the gift card initiative, Domino’s could make gift cards a permanent offering. Greetings cards ran under humorous messages such as ‘The Official Food of Awkward Conversations with the In-laws’, ‘The Official Food of Feeding Everyone at Cringey Work Away Days’ and ‘The Official Food of No More Turkey Leftovers’, cementing the claim that Domino’s pizza is the appropriate grub for every select event.

Domino’s new campaign is clever in that it reminds us what we already knew; that it is the go-to takeaway for social occasions with friends or family, no matter what the situation may be. By boldly proclaiming itself as the ‘official food of everything’, the brand asserts itself and enables it to stand out against its pizza-making competitors. Simultaneously, its inserts itself into the minds of those contemplating what to eat by reminding the viewer that Domino’s is the fail-safe, versatile takeaway that brings people together.

The TV ads will be supported by digital, radio, Spotify, PR, and social activity, plus an OOH wrap at the Waterloo’s IMAX cinema. The brand has also teamed up with dating app Tinder for an exclusive partnership which will see a Domino’s-branded profile appear when users are swiping through the app. If users swipe right for Domino’s, the Tinder seal of approval, they will receive an offer message and be encouraged to visit the brand’s website. 

The work was written by Jack Snell, art directed by Joe Lovett, and directed by The Bobbsey Twins from Homicide through Blink Productions. Arena handled media for the campaign.