Key Findings
- Domino’s partnered with TikTok creator Sydney Jo and creative agency WorkInProgress to create a bespoke episode of “The Group Chat,” marking the creator’s first brand collab.
- The episode has since hit 4.7 million views on TikTok, with commenters praising the seamless integration of the brand into the storyline and calling it a model for future ads.
- The collab avoided traditional ad formats by writing the brand into the plot, showing how influencer-led storytelling can boost brand presence without breaking immersion.
Domino’s is officially in the group chat, and fans are eating it up.
The pizza giant has teamed up with breakout TikTok star Sydney Jo for her first-ever brand partnership, dropping a surprise “commercial break” episode inside her viral series "The Group Chat."
The effort was led by full-service creative agency WorkInProgress, with support from Domino’s in-house social team,
The "commercial break" episode comes as part of a series where Jo plays every chaotic member of an imaginary friend group.
Due to their comedic nature, the influencer’s multi-character sketches have racked up millions of views for their hilariously accurate take on group dynamics.
Her newest episode doesn’t skip a beat, sliding Domino’s right into the storyline, free of forced ads and awkward transitions.
"Finally, a person who knows how to make a commercial not feel forced and actually part of the plot," wrote one commenter.
“This is what marketing SHOULD be. Natural, the way products actually fit into our lives," another added.
Even Domino's chimes in on the comment section, saying: "I also do my best thinking with stuffed cheesy bread."
With Jo's cult following and keen eye for comedy, it's no surprise the fans are eating the ad up.
As of writing, the TikTok video has received 4.7 million views and over 270,000 likes, with engagement still climbing.
This kind of content-first approach shows how influencer marketing can reinforce brand identity.
By seamlessly integrating itself onto the skit, Domino's is paving the way for how brand collaborations can and should be done.
Pizza and Plot Twists
Set in Sydney’s usual apartment backdrop, the Domino’s cameo happens when the friends, amid their conflict, decide to order Pizza Hut.
"Oh my god, get me cheesy bread!" one of them comments in excitement.
As they gather, two of them are surprised that their friend Jess ordered five boxes of pizza, because "big problems require many slices."
The commercial break culminates in one of the friends bursting into a dance as she bites into her cheesy bread, with the others expecting her to come up with a solution for their friend Emily.
Visually, the episode sticks to Jo’s familiar setup, weaving Domino’s into the plot naturally and without in-your-face brand intrusion.
This consistency is key, especially when creators are protective of tone and pacing.
Overall, I think the campaign marks a milestone not just for Domino’s but for Jo as well.
With the right fit, first-time brand deals like this can show audiences and creators that ads don’t have to mean selling out.
Sometimes, they can even move the plot forward.
In other news, Pizza Hut just launched a campaign to push its Cheesy Bites on National Pizza Party Day.
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