It’s fair to say that this year hasn’t quite turned out as anyone had planned. Vacations abroad have turned into staycations, with lockdowns only just beginning to ease. Domino’s wants people to know that staying in the UK & ROI this summer doesn’t have to be a bad thing, from home city breaks to back garden parties and (socially distanced) meet ups in the park, there’s loads to look forward to. And pizza is the perfect accompaniment.
The 20” film, released today on TV and VOD is part of a fully integrated campaign across social, digital and CRM. It’s a fun, high-energy take on all the different ways we can spend our time staycationing. The campaign also features a social competition where Domino’s will be giving away picnic blankets designed in the iconic blue and red Domino’s brand colours, making it that bit easier for people to enjoy a Domino’s in their garden or a nearby park.
Rebecca Rose, Head of Marketing at Domino’s commented: “Domino’s has been delivering piping hot pizza throughout the crisis, giving our customers something to look forward to. Amidst the disappointment of cancelled or rearranged summer plans, we wanted to remind people that staycations can actually be brilliant (particularly with a Domino’s).”
David Masterman, Creative Director at VCCP, added: “This is going to be a summer unlike any other. But, as many of us have our holiday plans cancelled, this campaign celebrates the silver lining, which is nipping over to the park with a Domino’s”.