Domino’s Joins with Wavemaker for Sustainable Plant-Based Pizza Campaign

Domino’s Joins with Wavemaker for Sustainable Plant-Based Pizza Campaign
B&T Magazine
By B&T Magazine



Domino’s has partnered with Wavemaker to produce a sustainable programmatic digital campaign to promote the company’s range of plant-based pizzas.

The campaign is part of GroupM’s – Wavemaker’s parent company – Digital Sustainability Initiative in Australia.

The “Impossible” campaign promotes Domino’s “deliciously meaty – but meat-free! – pizza range” that uses plant-based meat from Impossible Beef.

California-based Impossible uses 69 per cent less water, 95 per cent less land, and produces 88 per cent fewer greenhouse gas emissions compared to beef from cows produced in Australia.

GroupM’s Digital Sustainability Initiative offers a simple way to measure and offset the carbon impact of digital media. The holding company’s strategy involves offsetting before moving onto climate positive initiatives such as reforestation.

The “Impossible” campaign will leverage Good Loop’s Green Ad Tag technology to measure, offset and reduce the carbon impact of trackable programmatic digital activity.

In addition to the carbon offsets, Domino’s will plant trees in partnership with GroupM’s tree planting partner to deliver longer-term climate impact.

Domino’s chief marketing officer, Adam Ballesty said: “Environmental sustainability is a huge passion point for me, and I’m excited to be working with Wavemaker and Group M to carbon-offset our media buying for the ‘Impossible’ campaign. We acknowledge this is a small step in a larger sustainability journey for Domino’s and look forward to growing this partnership to reduce the environmental impact of our campaigns across Australia and New Zealand.”

Wavemaker Australia & New Zealand CEO Peter Vogel added: “Alpha represents GroupM’s commitment to shaping the next era of media for future generations of Australians. We’re thrilled to work with Domino’s on their sustainability journey, to help make programmatic advertising more environmentally friendly as our industry seeks ways to create change, reduce carbon impact and have a positive impact on our planet.”




Please login with linkedin to comment

Dominos GroupM wavemaker

Latest News

SBS Audio Campaign Tells The Stories Of New Australians, With Multilingual Content Offerings To Assist Migrants
  • Advertising
  • Campaigns

SBS Audio Campaign Tells The Stories Of New Australians, With Multilingual Content Offerings To Assist Migrants

SBS Audio has launched a new marketing campaign for its ‘Australia Explained’ service which supports new migrants to successfully navigate life in Australia and achieve a greater sense of belonging and social cohesion. SBS’s flagship service for new migrants, Australia explained, has launched a multi-platform marketing campaign that reaches into the heart of the migrant […]

Tracker App Launches, Promising Consumers A Read On Brand’s & Products Sustainability Chops
  • Advertising

Tracker App Launches, Promising Consumers A Read On Brand’s & Products Sustainability Chops

Shoppers can now get access to sustainability information at their fingertips through Tracker, a first-of-its-kind mobile app. The Tracker app centralises sustainability data into a single, easy-to-understand format, helping shoppers make informed choices about the brands and products they support. Shoppers can simply scan the barcode of their favourite supermarket, chemist or department store item […]