Domino’s is the Official Food of Recovery on New Year’s Day

Domino's, a pizza brand, increased its online sales on New Year's Day by taking over a Sky TV channel and launching the Recovery Channel for hungover viewers in the UK.

New Year's Day (NYD) is the most important day of the year for takeaways. It's also the biggest sales-driving day for Domino's, with the brand expecting to make 350,000 pizzas – that's eight pizzas a second.

We knew that maintaining momentum during such a business-critical period would require no small amount of steadfast marketing – we'd have to drive as many people to their website and app as possible.

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