Domino's UK and VCCP Cast a Samurai Cat to Launch Its New Chicken Line

Domino's UK has launched a campaign for its new CHICK 'N' DIP menu, marking the brand's first major push into the chicken category at scale.

"Dip Into a World of Flavour" was created by integrated agency VCCP and directed by Thomas Ormonde through ProdCo.

The campaign centers on two 30-second films that use surreal and globally inspired characters to represent each dip flavor.

It will run across TV, radio, and out-of-home, with media handled by Havas Media UK.

CHICK 'N' DIP is a permanent menu addition now available across all U.K. stores, and will be delivered through Domino's existing kitchens and supply chain.

The rollout shows how trial data, when strong enough, can shape the product launch strategy and the creative brief.

Surreal Characters Built From Flavor Names

In the first film, a couple's request for the katsu curry dip summons a somersaulting samurai cat, while asking for the buffalo hot dip brings a charging buffalo into their living room.

The second spot follows a similar structure.

Mexican wrestlers crash through a window when a couple reaches for the Mexican mayo dip, and a ghost plays a flaming organ while delivering the ghost chilli option.

VCCP's approach uses the flavor names themselves as the comedic trigger, with characters that embody each dip to keep the films entertaining and the product clear.

The line includes Tenders, Wings, and Boneless Bites, paired with nine globally-inspired dips.

The rollout also followed a trial that began in September 2025 across the Northwest of England and Northern Ireland, which received a positive response.

Nicola Frampton, Interim CEO of Domino's Pizza Group, said in an official statement that the expansion "comes after a strong trial and will leverage Domino's strengths in innovation, brand, and service."

For a brand whose entire identity is built on delivery speed and pizza, entering the chicken category with its own name and campaign structure is a smart move.

Trial Numbers and the Case for Chicken

According to an official statement, more than 80% of CHICK 'N' DIP orders during the regional trial were placed alongside a pizza order.

This gave Domino's UK the confidence that the line will expand basket size.

The chicken category is also growing across the U.K. fast-food market.

And Domino's is entering it with a distribution advantage and an average delivery time of under 25 minutes across more than 1,200 stores.

In the U.S., Domino's has sold chicken wings and boneless chicken as part of its core menu for years, with the category sitting alongside pizza as a standard option.

The U.K. launch of CHICK 'N' DIP takes a different approach, giving chicken its own distinct brand identity and campaign strategy.

The timing also follows a brand refresh that Domino's completed in October 2025, covering a new jingle, updated logo, brighter uniforms, and redesigned packaging.

What the Campaign Signals for Fast-Food Marketing

The CHICK 'N' DIP launch reflects several approaches that brands can follow:

• Permanent beats limited-time: A standing menu item tells customers the brand is serious about the category.
• Run the trial before the national rollout: Regional data de-risks the creative brief and gives the campaign a built-in proof point.
• Match the campaign scale to the category ambition: TV, radio, and OOH together signal this is a serious product launch.

Fast-food companies entering adjacent categories face the challenge of expanding while still keeping their core brand positioning intact.

Domino's launch strategy addresses this directly through both the creative framing and the trial data it chose to lead with.

Our Take: Does Surreal Creative Hold Up for a New Menu Launch?

I think the VCCP films are strong because the absurdity is anchored in something concrete.

Each character maps directly to a flavor, so the joke lands and the product information sticks.

The 80% co-ordering figure from the trial is the most strategically important number in this launch, and I think Domino's is right to lead with it.

It preempts the obvious concern that a chicken line cannibalizes pizza sales, and it does so with real data.

Whether the campaign sustains attention past the launch window will depend on whether VCCP and Domino's have more creative executions ready.

In other news, Burger King recently printed its U.S. president's personal phone number on its menu, inviting customers to call Tom Curtis directly with their feedback.

Food brands launching new product lines need agencies that understand how to build creative campaigns that expand a menu and strengthen brand identity.

Check out the top food and beverage marketing agencies in our directory.