As the #1 pizza delivery brand in the UK, Domino’s have experienced periods of consecutive growth and the business is going from strength to strength.

However, basking in the success and standing still is not an option. The competitive landscape is more aggressive than ever before, with increased budgets and new competitors to market. HFSS rulings put more pressure on our ability to expand our TV presence, a channel that had been shown to deliver significant volume and high ROI. In addition we were just over a year into building equity in our new brand platform: Greatness, a platform that aimed to build deeper emotional connection with our audience to firmly shift us towards consumer vs product centric comm. We had to guard against increasing external pressures, deliver impact in key meal times to remain front of mind, improve brand metrics and sales to achieve stretching long term growth targets.

We needed to activate the sponsorship beyond the screen, maximising the relationship across not only idents but in the other opportunities we have to speak to and with fans.

On screen: we gained unprecedented access to the Hollyoaks set and filmed faux dramatic segments which nodded to Hollyoaks storylines and filming conventions

Integrated with our own campaigns: During our Pizza Legends campaign (a platform deigned to create a personalized Pizza including name, type of occasion, visuals) we worked with Lime, to create and share the perfect pizza occasions for characters in upcoming storylines.

We harnessed the considerable social followings of cast members to support our Teenage Cancer Trust Twitter campaign.

We brought exclusive teasers, content and money-can’t-buy experiences to the biggest fans of the show.

We created a bespoke Hollyoaks meal deal to sit on our menus and an internal Hollyoaks Herald paper to keep Franchisees informed.