Domino’s tells Australians to ‘Drop Everything’ in new brand platform

Domino’s has launched its first new brand platform in a decade, with Bureau of Everything urging consumers to ditch their priorities when the pizza lands.

The ‘Drop Everything It’s Domino’s’* platform’s central premise is that the pizza is so desirable, people stop doing whatever else they were doing to eat it.

The platform will run across advertising, products, partnerships, customer experience and activations, with Domino’s using it as a longer-term creative idea rather than a standalone campaign.

Domino’s Australia and New Zealand chief marketing officer Dewald Du Plooy said the work was based on the moment a Domino’s delivery arrives and everything else suddenly becomes less important.

The new platform follows a changing of the guard at Domino’s Australia and New Zealand, with Merrill Pereyra taking over as CEO in January and Dewald Du Plooy joining as chief marketing officer in April. Pereyra has been reshaping the business around customer experience, franchisee returns and a more disciplined approach to marketing.

“There’s a moment when Domino’s arrives where whatever was happening before suddenly doesn’t seem quite as important. Someone opens the box, everyone moves in and the rest can wait,” Du Plooy said.

“‘Drop Everything* It's Domino’s’ is about owning that feeling. We want to remind Australian and New Zealand that Domino’s is the ultimate people pleaser - hot, fresh, fast and able to crush a whole lot of different cravings in one order.

“It also gives us permission to have more fun. You’ll see Domino’s showing up with more personality, more culturally relevant moments and food that looks so good you want to reach through the screen and grab a slice. And we’re kicking things off in a pretty big way.”

Domino’s head of brand and campaigns Teneille Papp said the idea was deliberately designed to stretch across the business.

“In a market this crowded, cutting through takes a platform, not a campaign, built to flex across everything we do while staying unmistakably Domino’s,” Papp said.

“Bolder, fresher, food creative so visceral it makes you want to lick the screen and a voice truly in on the joke - built to turn a transaction into a craving.”

The first major product push under the platform is the national return of Domino’s 16-inch New Yorker range, with five pizzas: The Big Cheese, Pepperoni Boss, Hot Honey Pepperoni Boss, Little Italy and Bacon Kingpin.

The launch also coincides with the start of Domino’s new Coca-Cola partnership across Australia and New Zealand. The deal, first announced in June, sees Coca-Cola become Domino’s official beverage supplier in Australia, replacing Pepsi products across its stores.

Domino’s is taking the campaign onto the streets of Sydney this week, sending a yellow New York-style cab around the city on Thursday with free New Yorker pizzas and Coca-Cola. It will follow that with a free New York-inspired block party on 24 September featuring DJs, entertainment, giveaways and pizza.