Domino’s delivers for Christmas
Harris PR launches ‘Domino’s, We Got This’ brand platform
Agency: Harris PR
Winner: Editor's Award
CovidComms Awards Ireland
In late 2020, Harris PR was appointed to drive awareness of Domino’s new brand platform ‘We Got This’, which is designed to promote its pizzas as the ultimate takeaway meal. The agency wanted to create a campaign that demonstrated Domino’s reliability and its ultimate ‘dough to door’ credentials, but also to spark joy and delight with the ultimate delivery that emphasised ‘We Got This’.
With Ireland subject to strict Covid-19 restrictions, and fears that an even more severe lockdown was on its way, the campaign also needed to capture the mood of the nation, while being Covid-secure.
As Christmas approached, it became clear that overseas travel would not be allowed to happen leaving tens of thousands of ex-pats separated from their families over the season. The decision was taken to bring together one family for the ultimate reunion.
The Matthews family comprises more than 20 members, spread across three continents. Every Christmas, they gather at the family home in Walkinstown, Dublin to celebrate – but 2020 would be different.
Instead of feasting on roast turkey and brussels sprouts, the family gathered for a special video call and dined together on Domino’s pizza. Stores across Ireland, the UK, US and Australia delivered 150 slices of pizza simultaneously to the Matthews family.
Keen to bring other families and friends together, Domino’s ran a competition on Instagram with the prize an ultimate pizza reunion party. It also organised similar reunions for journalists and influencers Michele McGrath and Laura Drury, connecting families and friends with pizzas across Ireland and the UK. The recipients shared their reunion calls, reaching 53,000 people on their social channels; followers of @dominos_roi Instagram page rose 6.2 per cent.
Mindful that work Christmas parties were also being cancelled, Domino’s teamed up with Jennifer Zamparelli on 2FM to offer pizza parties to co-workers. Over four weeks, Domino’s hosted Christmas parties all over Ireland, bringing colleagues together remotely. Running as an editorial giveaway, this campaign reached 608,000 listeners.
The campaign featured in publications, such as the Irish Sun, Dublin Live, Irish Mirror and Cork Beo, and achieved 100 per cent positive coverage as well as reaching more than 410,000 people.
Months after Christmas, it is easy to forget the sense of anguish felt by families and friends who were unable to meet up in person. Kind gestures had such impact at that time. And a catered for virtual pizza party would have gone some way to temporary filling the void felt by many.