‘It’s What We Do(TM)’ – Domino’s Campaign To Showcase The Passion Behind The Pizza Brand

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Domino's Pizza New TV campaign launches this Saturday, 4th of June on ITV1.

Domino's Pizza new campaign is launching this weekend!

Domino’s Pizza, the pizza delivery expert, is launching a brand campaign to showcase the company’s passion behind each pizza delivery.

The new campaign focuses on a range of Domino’s key areas including high quality ingredients, pizzas made freshly to order and deliveries to a vast range of locations in all weathers. The campaign features the new end line ‘It’s what we do’ and was developed by Domino’s long-standing creative agency, Big Communications, in conjunction with Arena Media.

Domino’s new brand campaign launches on ITV1 on Saturday night [June 4, 2011], 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 has been directed by Stuart Rideout of Ridley Scott Associates, with the voice of famous urban legend poet John Cooper Clarke and featuring the music track ‘Hunger’ by upcoming Sunderland band, Frankie and the Heartstrings.

Simon Wallis, sales and marketing director for Domino’s Pizza, said: “Domino’s has been in the UK for over 25 years and while our marketing activity in the past has helped to 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, log on to http://www.dominos.co.uk

Domino’s Pizza UK & IRL plc is the leading player in the fast-growing pizza delivery market and holds the exclusive master franchise to own, operate and franchise Domino’s Pizza stores in the UK and the Republic of Ireland. The first UK store opened in Luton in 1985 and the first Irish store opened in 1991.

As at 27 March 2011, there were 672 stores in the UK and the Republic of Ireland. Of these, 530 stores are in England, 47 are in Scotland, 27 are in Wales, 18 are in Northern Ireland, one is on the Isle of Man, 48 are in the Republic of Ireland and one is a mobile unit.

Founded in 1960, Domino’s Pizza is one of the world’s leading pizza delivery brands. Through its primarily franchised system, Domino’s Pizza operates a global network of more than 9,350 Domino’s Pizza stores in over 65 countries. Domino’s Pizza has a singular focus – the home delivery of pizza, freshly made to order with high quality ingredients.

Customers in the UK can order online at http://www.dominos.co.uk and customers in the Republic of Ireland can order online at http://www.dominos.ie. In addition, iPhone customers can order by downloading the free Domino’s app.

For more information, please contact:
The Domino’s Pizza Press Office
Domino’s Pizza Group Ltd
Tel: 01908 580654
E: pr(at)dominos.co.uk

Ref: DPGL/CM/433


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Claire McGill
Domino's Pizza Group Ltd
01908 580654
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