The Joy of (Not) Missing Out


The Joy of (Not) Missing Out, Domino's / Arena Media
Domino's position as the UK's number one pizza takeaway brand was being rocked by a changing marketplace, with disruption from delivery platforms.

Our research showed us the one key occasion where Domino's wins over the aggregator platforms: A Treat Night In. We had to make Domino's the obvious choice for that occasion, whilst overcoming issues of inflation and fragmentation.

We cornered the market by sponsoring both ITVHub and All4, giving us high reach and the perfect platforms to make Domino's relevant to the UK population across the year.

The results have been superb. Association with a great night in rose by 36% and distinctiveness versus our competitors increased by 41%. But most importantly, the work paid back to the business, generating £15m in pizza sales in 12 months and contributing to a 6-percentage-point growth in market share.