Domino’s is officially the biggest pizza company in the UK and unofficially, it’s by far the tastiest. Every food brand talks about having great taste but without hard facts or stats, it’s tough to stand out.

It was time that Domino’s owned ‘taste’ within the market. From research, we knew taste was the key purchase driver in the market. Therefore, the client was seeking a disruptive way of communicating this in their key spring campaign window. So, how do you describe the delicious taste of Domino’s Pizza? That was the exact question we asked ourselves. The answer – we didn’t know, but figured our customers would be able to tell us.

We developed a bespoke piece of social research to unearth the language and emotions used by Domino’s Pizza lovers, however we quickly learnt that our customers were just as boggled as we were. Here the creative idea was born.

As a fully integrated campaign, the executions all varied in format but were held together seamlessly by one creative thought – Lost For Words. The campaign launched with a big burst of through-the-line media activity and PR, with further ‘mini-bursts’ activating throughout the 17-week duration, to maintain awareness and drive further buzz.

The campaign launched initially with 30” and 10” spots across TV and VOD. This was shortly followed by 15” pre-roll. 20” radio went live a week following launch. 15” Facebook and Twitter videos were promoted in bursts throughout the campaign period.

Our GIPHY channel sprung into action two weeks after launch, once the idea had landed, and we leveraged ongoing social promotion during the campaign to sustain traffic to the page.