Domino's: The hills are alive with the sound of pizza

Domino's, a pizza brand, introduced an alpine yodel as its brand call in the UK post-lockdown to encourage people to invite their friends round for a Domino's.

Campaign details

Brand: Domino'sAdvertiser: Domino'sEntrant: VCCPCategory: Single MarketPrincipal author: Ellie Gauci, VCCPContributing authors: Lucy Chaudhuri, VCCP; Daryl Swinden, VCCP; Clare Hutchinson, VCCP; Tabitha Parkes, Havas Media Group; Tom Skinner, Ebiquity; Sarah Reed, Ebiquity; Rebecca Rose, Domino's Pizza Group UK&I; Grace Kite, Magic Numbers


Covid-19 was a boom time for the home food delivery category.

So, why did pizza market leader, Domino's UK, face a fierce decline in market share?

Food delivery apps like Just Eat (aka the 'aggregators') were already a growing threat to Domino's, but the pandemic...

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