Domino's Pizza just launched its new £4 lunch menu, featuring the Hot & Cheesy Wrap and the Cheeky Little Pizza, with two new spots.
The campaign, developed by creative agency VCCP London, cleverly introduces the unique “High 4” concept to emphasize the affordability and appeal of these new lunch options.
“A Domino’s for four quid; surely the stuff of dreams? We needed to celebrate this crazy lunchtime value in a way worthy of the brand,” David Masterman, deputy ECD at VCCP London, shared.
The 'High 4' Concept
The “High 4” is a fresh gesture, similar to a high-five but without the thumb, that serves as a focal point for the two 30-second ads.
In “High 4-Pizza,” we see a man and woman in an office elevator. The man notices the small Domino’s Pizza box that the woman is holding.
“What do you get there?” he asks. “Four-quid lunch from Domino’s,” she replies. We then see the man hold up four fingers, seemingly not believing that the lunch is so cheap.
“High four, babes,” the woman says, suddenly high-fiving the man before exiting the lift and walking into the office to cheerily high-four everyone.
The spot ends with the voiceover saying, “New Cheeky Little Pizzas from Domino’s. Lunch for just four quid.”
High fours all round for irresistible lunchtime value 🙌 In our latest campaign with @Dominos_UK , we’re upping everyone’s lunch game with two delicious new TV spots to mark the launch of their £4 lunch menu. https://t.co/fV5M1cfcmepic.twitter.com/Y005giWln4
— VCCP (@VCCP) April 22, 2024
“High 4-Wraps” opens with two friends just having bought their Hot & Cheesy Wraps for £4. The two then try to start a trend by high-fiving people they meet on the street.
Similarly, the ad concludes with the message, “New Hot & Cheesy Wraps from Domino’s. Lunch for just four quid,” accompanied by its iconic “Domin-oh-hoo-hoo” sonic branding.
Stealing Lunch From Other Restaurant Chains
The “High Four” campaign, which will continue until May 5, hopes to take a larger share of the lunchtime market.
“We’re looking to steal our competitor’s lunch,” Domino’s Marketing Director Harry Dromey revealed. “There’s considerable headroom for us to grow during the day, and the £4 lunch menu gives consumers what they have been asking for a freshly made, piping hot lunch, at a competitive price,” he added.
The campaign will be rolled out until May 5 across various media channels throughout the UK, including TV, Broadcaster Video-On-Demand (BVOD), Video-On-Demand (VOD), social media, radio, and Out-of-Home (OOH) advertising.
This extensive reach will be supported by media planning and buying led by Havas Media UK, with PR managed by One Green Bean.
