Domino’s Australia has unveiled a major evolution of the brand putting “craveability” front and centre through new brand platform ‘Drop Everything* It’s Domino’s’.
At the heart of the platform is a renewed appetite for craveability and a move from function to feeling, putting food, personality and the simple joy of pizza firmly back at the centre of the Domino’s experience.
It’s a shift Australia and New Zealand will see and feel across the entire brand – from product and partnerships to the customer experience, advertising and how Domino’s shows up in culture – while continuing to deliver the convenience, connection and value customers know it for.
Developed in partnership with Bureau of Everything, the platform is built around “when Domino’s arrives, everything else suddenly becomes a little less important”.
Domino’s Australia and New Zealand chief marketing officer Dewald Du Plooy said the new platform signals a renewed ambition for the brand and a return to what pizza does best – bringing people together.
“There’s a moment when Domino’s arrives where whatever was happening before suddenly doesn’t seem quite as important. Someone opens the box, everyone moves in and the rest can wait,” Du Plooy said.
“Drop Everything* It’s Domino’s’ is about owning that feeling. We want to remind Australian and New Zealand that Domino’s is the ultimate people pleaser – hot, fresh, fast and able to crush a whole lot of different cravings in one order.
“It also gives us permission to have more fun. You’ll see Domino’s showing up with more personality, more culturally relevant moments and food that looks so good you want to reach through the screen and grab a slice. And we’re kicking things off in a pretty big way.”
Domino’s head of brand and campaigns Teneille Papp said the new platform has been designed to build a stronger and more distinctive Domino’s brand over the long term.
“In a market this crowded, cutting through takes a platform, not a campaign, built to flex across everything we do while staying unmistakably Domino’s,” Papp said. “Bolder, fresher, food creative so visceral it makes you want to lick the screen and a voice truly in on the joke – built to turn a transaction into a craving.”
And Domino’s isn’t waiting around to bring that new ambition to life. First cab off the rank is the new Domino’s New Yorker range, launched nationally today and bringing a serious slice of New York to Australia.
At 16 inches, the New Yorker is the biggest pizza on the Domino’s menu. There are five New York-inspired slices within the range: The Big Cheese; Pepperoni Boss; Hot Honey Pepperoni Boss; Little Italy; and Bacon Kingpin.
The transformation doesn’t stop at the pizza box.
Domino’s has also welcomed Coca-Cola as its new drinks partner, bringing two of the world’s most recognisable brands together in a major new partnership across the Domino’s experience in Australia and New Zealand. The partnership marks an evolution of Domino’s beverage offering and another step in the brand’s broader ambition to make the entire Domino’s occasion more craveable – from the first slice to the last sip.
Domino’s is also taking its New York state of mind to the streets. On Thursday 17 September, an iconic yellow New York-style cab will hit Sydney, New South Wales, transformed into a Domino’s New Yorker delivery vehicle and serving up the new range. The cab will make its way across some of Sydney’s most recognisable locations, making special deliveries along the way and giving Sydneysiders the chance to get in on the action, with free New Yorker pizza and Coca-Cola up for grabs at select stops.
And the New York takeover won’t stop there. On Thursday 24 September, Domino’s will bring the energy of NYC with a free New York-inspired Block Party, complete with DJs, entertainment, giveaways and plenty of New Yorker pizza. The event will be open to the public, with more details on the location and how to get involved to be announced via Domino’s Australia’s social channels.
Credits:
Client: Domino’s
Chief Marketing Officer ANZ: Dewald DuPlooy
Head of Brand & Campaigns ANZ: Teneille Papp
Head of Content & Creative: Kesh Gohil
Head of Production: Peter Walmsley
Head of Digital Marketing ANZ: Jarrod Price
Senior ANZ Brand & Campaigns Manager: Gisele Mullholland-Bolger
ANZ Brand & Campaigns Manager: Maria Manicaros
Agency: Bureau of Everything
Creative Founder: Cam Blackley
Strategy Founder: Emily Taylor
Creative Director: Jardin Anderson
Creative Director: Michael Kleinman
Group Strategy Director: Vanessa Graham
Client Partner: Laura Popa
Group Business Director: Esther Knox
Exec Producer: Roy De Giorgio
Producer: Zorrica Blackley
Production: Good Oil
Director: Dave Wood
Producer: Lee Thomson
Exec Producer: Sam Long
D.O.P: Jeremy Rouse
Production Design: Andrei Meintjes
Casting: Citizen Jane
Editor: Dan Kircher
Post Production: ARC Sydney
Photography: Tasty Studios
Sound: Rumble
Creative Director: Tone Aston
Exec Creative Producer: Michael Gie
Music: Snack – Ivan Oooze
Media: Wavemaker
PR And Activations: SPEAK Communications
PR Account Director: Snezana Hay
