“It's What We Do” says Domino's Pizza

Domino’s Pizza is launching a branding campaign to point up the passion behind each and every pizza that it delivers.

The campaign focuses on what it describes as its “key areas” like only ever using high quality ingredients, the fact that all pizzas are freshly made for each order and that it delivers to a vast range of locations no matter what the weather.

As mentioned in the title of this article this new campaign features the newly created end line ‘It’s what we do’ which was developed by Domino’s long-standing creative agency, Big Communications, with with Arena Media.

Domino’s new brand campaign launched on last weekend with 30 and 40 second TV ads appearing at half-time during the England v Switzerland Euro 2012 qualifier and the Britain’s Got Talent final.

The ad was been directed by Stuart Rideout of Ridley Scott Associates, with the voice of famous modern performance poet John Cooper Clarke and featuring the music track ‘Hunger’ by upcoming Sunderland band, Frankie and the Heartstrings.

Said Simon Wallis, who has the enviable task of sales and marketing director for Domino’s Pizza: “Domino’s has been in the UK for over 25 years and while our marketing activity in the past has helped raise awareness and promote specific pizzas and offers, we wanted to use this campaign to remind consumers what we stand for.

“Domino’s has an extraordinary commitment to quality, service and hospitality and our aim is to deliver the ultimately convenient, feel good food. We wanted to highlight some of Domino’s core values that make us different from other pizza companies and to show we’ll always go the extra mile to deliver more for our customers – it’s what we do.”

The first TV ads will air on Saturday on ITV1, followed by further digital activity and press ads. For more information on Domino’s, visit www.dominos.co.uk.