Inflation, a recession on the rise, celebrating again in a Post-COVID world…Americans needed a pick-me-up. And Domino’s believes pizza is the most universal pick-me-up there is. That's why we gave anyone who placed a qualifying order an Emergency Pizza, a free pizza to use when they need it most.

For Domino's, the goal was to drive loyalty sign-ups and incremental sales. Emergency Pizza was able to do both by requiring a loyalty account to redeem the free pizza. And since their pizza was free, customers were inclined to add items to their order which equaled an incremental, profitable order.

Through Domino’s Emergency Pizza program, anyone who ordered Domino’s received a free pizza to use for a future order when they needed it most.

The program helped drive a +2.8% increase in same-store sales for Q4 2023 and garnered 1.7 billion earned media impressions, including organic features on The Late Show and SNL.

Because the idea centered around a free pizza when Americans needed a pick-me-up, Domino’s extended the program to anyone with Student Loan payments resuming by giving out an additional $1MM worth of Emergency Pizzas. This generated a second wave of coverage, bringing the total earned media impressions to over 2.5 billion for the campaign.

Inflation, a looming recession, figuring out how to celebrate again in a Post-COVID world…Americans needed a pick-me-up. And Domino’s believes pizza is the most universal pick-me-up there is. That's why we gave anyone who placed a qualifying order an Emergency Pizza, a free pizza to use when they needed it most. The PR outreach spanned national and local outlets including key business, food, advertising, and media outlets. The campaign was also organically featured on The Late Show and SNL.

A second wave of outreach went out to national and local media when the brand extended the Emergency Pizza program to the 44 million Americans with Student Loans payments resuming. This part of the campaign had zero paid media behind it so PR was a critical part of the communications strategy.

Emergency Pizza was a national campaign, where anyone in the U.S. could earn a free pizza to redeem when they needed it most. Consumers could learn through paid channels like linear TV, non-linear TV, digital and social as well as owned channels like Dominos.com, the app and the dedicated landing page.

The campaign had a special extension during the Fall of 2023. To help soften the blow to the 44 million Americans with federal student loan payments resuming, Domino’s gave out an additional $1MM worth of Emergency Pizzas. Anyone who had to once again resume their monthly payments could claim an Emergency Pizza by visiting the Domino’s student loans landing page.

-The Emergency Pizza program contributed a +2.8% increase in same store sales for Q4 2023.

-Garnered 1.7 billion earned media impressions.

-422,904 QR scans on the Emergency Pizza box.

-The Emergency Pizza landing page received 2.4 million visitors.

-Organic features on The Late Show and SNL.

-The Emergency Pizza program extended to give out $1MM worth of Emergency Pizzas to Americans that had to resume their student loan payments.

-The Emergency Pizza for Student Loans landing page received 740,000 visitors in 16 days.

-An additional 878 million impressions, with no paid media.

-Generating a second wave of coverage for Emergency Pizza and bringing the total number of impressions to over 2.5 billion.