
Domino’s is marking the return of its 16-inch New Yorker range with a new national campaign and a free New York-inspired block party in Sydney.
The New Yorker is the biggest pizza on the Domino’s menu, made in-store with fresh, hand-stretched dough and oversized slices designed to be folded.
The range includes five pizzas: The Big Cheese, Pepperoni Boss, Hot Honey Pepperoni Boss, Little Italy and Bacon Kingpin.
The campaign is rolling out across TV, out-of-home, digital and social, with the new creative focused on the New York-style fold.
“The New Yorker has always been a larger-than-life pizza, so we wanted the creative around its return to feel just as big,” said Domino’s Australia & New Zealand Chief Marketing Officer Dewald Du Plooy.
Its TV ad follows a New York firefighter racing through a door with all the urgency of an emergency, only to reveal that he is actually heading home to his family and a box of Domino’s New Yorker pizza.
“The idea plays with that feeling of dropping whatever you’re doing when the pizza arrives. In this case, even a New York firefighter has somewhere more important to be when there’s a 16-inch New Yorker waiting at home,” Du Plooy added.
“It’s fun, it’s unmistakably New York and, most importantly, it puts the food and those huge, foldable slices right at the centre of the story.”
The campaign also introduces “Behold the Fold”, a nod to the New York habit of picking up a slice, folding it and eating it on the go.
Last week, a yellow New York-style cab was transformed into a Domino’s New Yorker taxi and driven through Sydney with custom decals and a Domino’s topper.
On September 24, Domino’s will bring the campaign to Room 22 in Sydney with a free New York-inspired Block Party.
Coca-Cola and Foot Locker are joining the event, which will feature DJs, New York-style photo moments, sneaker drops, giveaways and plenty of 16-inch New Yorker pizzas served with Coca-Cola.
The event is open to the public and free to attend, with entry available on a first come – first served basis while capacity lasts.
Source: Speak Communications
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