Domino's: The Official Food of Everything

Domino’s, the nation’s best-loved pizza is now “The Official Food of Everything” – and we mean everything. Forget Sunday roasts, fancy nights out and basic nights in, treat yourself to a Domino’s instead. Whether you’re feeding your squad on the go or having a family night in front of the telly, give the oven the night off and choose a freshly handmade pizza. 

VCCP won the Domino’s account in April this year and in its first campaign for the well-known brand, “The Official Food of Everything” it plans to show us exactly what this means. To launch this bold new manifesto, the team has created six television spots that illustrate the versatility of a freshly ordered Domino’s. The series features humorous real-life situations, seriously cool nerds and awkward family encounters, layered with catchy soundtracks all united by the love of an ordered pizza. The adverts are geared to portray that Domino’s isn’t just about getting good food fast, it’s a way to bring people together, to celebrate the big and the small or just the everyday, it works for everything, officially. 

The Official Food of Everything” campaign, which was planned and bought by Arena Media, launched with a fully integrated campaign including TV, digital, radio, Spotify, PR, social and a partnership with Tinder. The campaign also marks Domino’s first foray into cinema advertising, and will see an OOH wrap at the iconic IMAX site in Waterloo. 

The Official Food of Everything campaign will also form part of an exclusive partnership with Tinder, maintaining the brand’s presence among its key target consumer of 16-34 year olds. The activity will show Tinder users a Domino’s-branded profile card with a tongue-in-cheek message and “The Official Food of Everything” strapline. When users swipe right they will be served an offer message and a call to action to click through to the Domino’s website. 

Tony Holdway, Sales & Marketing Director of Domino’s commented: "

We've worked so closely with all our agencies partners to deliver a really fresh, impactful campaign that shows what Domino's and pizza is all about in our customer's lives. The core communications on TV & Digital platforms are blended with some real innovation across OOH, cinema, Tinder and other digital spaces. We really couldn't be more excited about the launch!"

Matt Lever, Deputy ECD, VCCP said about creating the campaign:

“Pizza’s the best food in the world (fact) and Domino’s is the best pizza in the world (fact). So by definition, Domino’s must be the best food in the world (think about it...). With that in mind, we think Domino’s has the right to represent any moment, occasion or thing it wants. So we’re officially excited to be making Domino’s “The Official Food of Everything”

Sarah Treliving, Managing Director of Arena Media, said:

“Domino’s is the most successful and forward thinking pizza brand in the country and this campaign further demonstrates its commitment to originality and relevance. By partnering with Tinder Domino’s is reaching young adults in a social frame of mind, while appearing on the big screen for the first time will perfectly showcase the brand to consumers in a visually impressive yet relaxed environment.” The films were produced by Blink Productions and directed by The Bobbsey Twins from Homicide.