Domino's Pizza: New Years Day recovery channel

Domino's, a pizza restaurant and takeaway chain, increased sales on New Year's Day in the UK by launching a recovery channel to help people with their hangovers.

Campaign details

Agency: VCCPme

New Year's Day is the most important day for takeaways. And for Domino's Pizza grabbing on to this momentum would be absolutely key.

Strategy

The campaign sought to win the hearts and minds of a hungover audience - on a day where all takeaway brands scream: "Buy it now".

New Year's Day is the biggest sales-driving day for Domino's Pizza, with the brand expecting to make 350,000 pizzas - eight pizzas a second.

But it's a tricky time to gain cut-through because people are blurry-eyed, and their attention is pulled all over.

So maintaining momentum...

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