Cannes Lions

Domino's Emergency Pizza

MINDSHARE, London / DOMINO'S PIZZA / 2024

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Overview

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Credits

Overview

Background

Inflation, a recession on the rise, celebrating again in a Post-COVID world...Americans needed a pick-me-up. And Domino’s believes pizza is the most universal pick-me-up there is. That's why we gave anyone who placed a qualifying order an Emergency Pizza, a free pizza to use when they need it most.

For Domino's, the goal was to drive loyalty sign-ups and incremental sales. Emergency Pizza was able to do both by requiring a loyalty account to redeem the free pizza. And since their pizza was free, customers were inclined to add items to their order which equaled an incremental, profitable order.

Idea

Through Domino’s Emergency Pizza program, anyone who ordered Domino’s received a free pizza to use for a future order when they needed it most.

The program helped drive a +2.8% increase in same-store sales for Q4 2023 and garnered 1.7 billion earned media impressions, including organic features on The Late Show and SNL.

Because the idea centered around a free pizza when Americans needed a pick-me-up, Domino’s extended the program to anyone with Student Loan payments resuming by giving out an additional $1MM worth of Emergency Pizzas. This generated a second wave of coverage, bringing the total earned media impressions to over 2.5 billion for the campaign.

Strategy

Inflation, a looming recession, figuring out how to celebrate again in a Post-COVID world... Americans needed a pick-me-up. And Domino’s believes pizza is the most universal pick-me-up there is. That's why we gave anyone who placed a qualifying order an Emergency Pizza, a free pizza to use when they need it most. Whether they burnt dinner or stubbed their toe, they could break the glass in case of emergency to redeem their free pizza. For the Domino’s business, the goal was to drive loyalty sign-ups and incremental orders. You didn’t have to be a pre-existing loyalty member to earn your Emergency Pizza, but in order to redeem it you had to sign up. By giving people a free pizza to use later, Domino’s drove an incremental order with them in the future, in fact, most redemptions included additional paid menu items added to the Free Emergency Pizza.

Execution

Emergency Pizza was a national campaign, where anyone in the U.S. could earn a free pizza to redeem when they needed it most. Consumers could learn through paid channels like linear TV, non-linear TV, digital and social as well as owned channels like Dominos.com, the app and the dedicated landing page.

The campaign had a special extension during the Fall of 2023. To help soften the blow to the 44 million Americans with federal student loan payments resuming, Domino’s gave out an additional $1MM worth of Emergency Pizzas. Anyone who had to once again resume their monthly payments could claim an Emergency Pizza by visiting the Domino’s student loans landing page. We amplified Emergency Pizza through custom contents and programs that are emergency inspired for contextual alignments.

Outcome

-The Emergency Pizza program contributed a +2.8% increase in same store sales for Q4 2023.

-Garnered 1.7 billion earned media impressions.

-422,904 QR scans on the Emergency Pizza box.

-The Emergency Pizza landing page received 2.4 million visitors.

-Organic features on The Late Show and SNL.

-The Emergency Pizza program extended to give out $1MM worth of Emergency Pizzas to Americans that had to resume their student loan payments.

-The Emergency Pizza for Student Loans landing page received 740,000 visitors in 16 days. -An additional 878 million impressions, with no paid media.

-Generating a second wave of coverage for Emergency Pizza and bringing the total number of impressions to over 2.5 billion.

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