On February 9, Australia’s superheroes won’t have to wear capes and Spandex. So long as they eat pizza. Domino’s is giving every Australian the chance to be an everyday hero, and help other Australians, just by eating pizza for its second annual Domino’s for Good Day.

One dollar from the sale of selected pizzas will be donated towards Domino’s Give for Good charity. Give for Good has been working with a wide range of charity partners since 2016, donating funds to Australians in need. It supports causes aligned with values that lie at the heart of Domino’s, including youth and education, leadership and entrepreneurship, rural communities, mental health initiatives and disaster relief. 

“Dominos for Good Day is a wonderful way to bring people together every year, while raising funds to support the good work so many Australian charities and organisations are doing,” stated Bronwyn Spencer, Give for Good general manager.

The initiative is being promoted with a campaign by It’s Friday that draws on superhero tropes to remind Australians that this is their chance to help others just by doing what comes naturally – eating a hot and fresh pizza. 

David Burness, Domino’s ANZ chief executive officer, stated, “Through this initiative, we’re aiming to raise more than $150,000 across 750+ Domino’s stores to do some serious Good in communities right across Australia.”

It’s Friday chief creative officer, Vince Lagana, added “On Domino’s for Good Day you don’t need to leap tall buildings or soar like an eagle to help others. It’s one of the rare occasions when you can give back while enjoying yourself at the same time. So while the causes Give for Good support are serious, the invitation to contribute doesn’t have to be. It’s a chance to help others while you help yourself to a pizza. That’s a cause anyone can get behind.”

Pete Bosilkovski, chief executive officer of It’s Friday, commented, “Domino’s has a long and proud history of helping the communities it operates in, and Give for Good takes that generosity to the next level. We’re thrilled to help put Domino’s for Good Day on every Aussie’s calendar, marking it out as a day when you get together with friends and share a pizza to help others.” 

The campaign will roll out across TV and Domino’s social channels.

Credits
Client: Domino’s – Give for Good
Agency: It’s Friday

Production Company: Rabbit
Director: Daniel Fletcher
Editing: Phoebe Taylor @ Arc Edit
Post Production: Alt VFX
Sound: Stevie-Leigh Batiste @ Sounds Like Butter
Media: Wavemaker