Pizza Hut UK has tapped into the UK’s summer of sport season, with its promotion of healthy competition, and inserted itself into Olympics enthusiasm. The chain has humorously unveiled itself as The Official Sponsor of Dominoes.
The tongue-in-cheek campaign begins with a playful DOOH teaser campaign that declares, People who like Dominoes love Pizza Hut before revealing itself as the official partner of real global event, 2024 World Championship Domino Tournament.
The campaign is part of a major brand reset ahead of the launch of Pizza Hut’s new creative platform, Together We Pizza, as it unveils its new sourdough style handcrafted crust. The work establishes a new tone of voice for the brand as it looks to connect with a new generation of pizza lovers with its focus on social-first audiences.
The teaser campaign focusing on the brand’s Dominoes sponsorship will run across DOOH and be amplified on social media via talent and cultural commentators, as well as being supported with PR. Comedy influencer activity and creator ‘unboxings’ of the new handcrafted crust pizza on social channels, will also support the campaign.
To bring a slice of the action from the global championships to the UK, and demonstrate that dominoes players love Pizza Hut, the brand has collaborated with the Brixton Immortals Domino Club. In a community-first, grassroots approach, filmed branded content captures players eating pizza and reinforces the campaign message, People who like Dominoes love Pizza Hut.
Jana Ulaite, chief marketing officer, Pizza Hut UK, stated, “The launch of our Together we Pizza brand platform allows us to celebrate Pizza Hut with our existing fans, whilst getting new audiences excited about the moments that bring us together, and our great tasting pizza. Surprising and delighting our customers is at the heart of our brand. With this campaign that announces our partnership with the 2024 World Championship Domino Tournament, we’re establishing our taste message and refreshing our tone of voice as part of this brand and product relaunch.”
Grant Hunter, chief creative officer, Iris Worldwide, added, “2024’s summer of sport is all about healthy competition and shared moments of togetherness. With our new campaign, we’ve captured this spirit perfectly. As the official partner of the 2024 World Championship Domino Tournament, we’re bringing the swagger back to Pizza Hut with a playful reminder that while the UK focuses on the Euros, there’s another global championship where Pizza Hut is front and centre.”
Garrett Bowers, chairperson, World Championship Domino Tournament, concluded, “When making plans for game night, Pizza Hut and dominoes are my family’s top choice. Both things have an element of community and comfort. That’s why partnering with Pizza Hut to sponsor the World Championship Domino Tournament is a natural fit. Through this relationship, the World Championship Domino Tournament can continue to share our passion for the game of dominoes while supporting our community.”
Media planning and buying is by Spark, PR is by Hanover, and social community management is by Livity.
Credits:
Creative Agency: Iris Worldwide
Chief Creative Officer: Grant Hunter
Group Creative Director: Ross Taylor
Associate Creative Director: Jan Michael Boszko
Creative Director: Michael Boszko
Content Copywriter: Andrew Hadley
Mid-weight Creative: Isabel Albarran
Head of Design: Jess Leonard
Managing Director, Growth: Elisha Pearce
Group Account Director: Charlotte Coombes
Senior Account Manager: Izzie Hargreaves
Senior Strategy Director: Karen Correia da Silva
Strategist PR & Partnerships: Emma Bentley
Head of PR & Partnerships: Rachel Byles
PR & Partnerships Group Director: Emma Rehling
