Pizza brand Domino’s has donned a new look and launched a campaign that celebrates pizza as the companion for every occasion.
A film themed ‘It Happens Only with Pizza’ set to a peppy tune shows people from different walks of life enjoying a slice of pizza and sharing it, in myriad situations ranging from celebrations to break ups.
The insight has shaped Domino’s relaunch was that young people universally find that amidst life’s every tension or celebration, if one gets to eat a good meal, the mood gets elevated. That meal is pitched here as a slice of pizza.
Sameer Khetarpal, MD & CEO of Jubilant FoodWorks, said, “While Domino’s is a leader in pizza category, through ‘It Happens Only with Pizza’, we intend to target consumers’ mindshare to gain and grow share of pizza occasions. Out of 1,000 meal occasions in a year, pizza is consumed only thrice. A 360-degree communication, including stores and delivery boxes, brings the experience in an integrated manner, allowing Domino’s to gain share of occasions in a $51 billion foodservice market, where pizza is just $1 billion.”
The campaign has been designed to infuse Domino’s with an energetic and dynamic flair, particularly appealing to Gen Z and young millennials, informed an official statement.
Domino’s has also put up 3D anamorphic billboards in Delhi, billed as a first in the QSR industry. This will feature larger-than-life representations of key ‘It Happens Only with Pizza’ moments, mirroring the new packaging design to enhance brand recognition.
Sandeep Anand, EVP and CMO, Domino’s India, added, “We’re thrilled to embark on this transformative journey with our customers. This evolution reflects our commitment to staying dynamic and relevant, responding to the ever-changing preferences of the youth. This rebranding goes beyond aesthetics; it’s about creating lasting brand memories that resonate with fun, freshness, youthfulness, and vibrancy. Elements like our eye-catching 3D anamorphic billboard and our catchy brand anthem are set to create an unprecedented brand recall.”
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