Arkwright creates new Domino's campaign

Domino's Pizza is launching a national TV and print campaign aiming to build on what it sees as the brand's position of reliability, by introducing the new strapline "Relax, it's Domino's".

The campaign, through Arkwright, breaks on Easter Sunday on terrestrial and satellite channels. The 30-second and five ten-second TV spots will be supported by direct mail and radio sponsorship activity. Media planning and buying is through BLM Media.

The TV spots feature a paranoid family worrying about the events that could prevent the delivery of its Domino's Pizza, only to be proved wrong each time.

In one spot, the family runs through a range of ridiculous scenarios that could stop the pizza's arrival - including an earthquake or the delivery driver falling down a pothole. However, in every scenario the pizza arrives on time.

Lindsay Howard, Domino's interim marketing consultant, said: "As brand category leaders, Domino's needed to claim the emotional brand high ground, as well as sales. Arkwright's campaign idea provides longevity, saliency and, most importantly, cut-through in a busy media environment."

Howard continued: "TV remains Domino's core media for driving customer acquisition, with direct mail and leafleting more important for maintaining top of mind awareness and brand loyalty."

The campaign was directed by Declan Lowney through Tomboy Films.

It was written by Chas Bayfield and art directed by Jim Bolton, the Arkwright founders. The duo was formerly a senior creative team at HHCL & Partners.