The Christmas holiday season is when Domino’s Pizza registers the highest number of sales. For this reason, creating news and increasing the brand’s presence during this critical period was an important strategic priority for their business.

We issued the press releases in three phases: the first was to announce the reindeer pizza delivery plan (this was done through a formal written press release); the second was to release a video showing the progress being made in training the reindeers; the third and final piece was to announce the regrettable postponement of the plan (this was also done in the form of a written release) due to the unforeseen hurdles found. With just 2 written press releases and 1 video, the campaign was able to be executed at low cost, yet was still able to sustain media attention for a month.