Domino’s Australia has launched its new brand platform, ‘Drop Everything* It’s Domino’s’.
Dewald Du Plooy, Domino’s Australia and New Zealand CMO, said the new platform signals a renewed ambition for the brand and a return to pizza as a craveable food that brings 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,” he said.
The shift gives the brand permission to have more fun, he added. “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 bold, fresh food creative is part of the move to make the brand more distinctive.
“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.
Today is the national launch of the Domino’s New Yorker range, with five New York-inspired pizzas: The Big Cheese, Pepperoni Boss, Hot Honey Pepperoni Boss, Little Italy and Bacon Kingpin.
On 17 September, an iconic yellow New York-style cab will serve up the new range as it passes some of Sydney’s most recognisable locations. The following Thursday, 24 September, Domino’s will bring the energy of the Big Apple with a free New York-inspired Block Party, complete with DJs, entertainment, giveaways and pizza.
