In year 2013 Domino’s team decided to launch a new “Chicken pizza” range noting that their claim meanwhile in the region was “tastiest Pizza”, so basically we can’t re-invent the wheel given the fact that “tasty” doesn’t convey any messages that has to do with innovation!

The challenge here was that there is nothing new about Pizza or “chicken”!

So the objective was to generate trial by developing an insightful campaign that taps into the consumers’ life and hook them up to start considering the Chicken pizza.

What makes DOMINO’S own the Best Taste claim is its ongoing willingness to give every single ingredient a 2nd chance to taste better! At Domino’s we are the recruiters and the “Chance givers”, that’s why we get the best out of Pizza and that’s what will generate TRIAL.

The creative idea was that “everybody needs a chance” so why don’t we give the chicken another chance, we dramatized this in our campaign through human element so that the viewer can easily relate to.

After presenting the campaign & approval, Client decided to take it further and make it as a regional campaign to launch in Levant & MENA region all in parallel.