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.”
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