DomiNO - The Tasteful Rejection.
Opportunity: Develop a small but fun relevancy campaign to build off of Domino’s recent re-brand by continuing to focus on their product and its emotional resonance, not just their technology.
Tension: That molding process can take time. But, with Domino’s help, pizza can make that time tastier.
TL;DR: Rejection sucks. So does rejecting. Pizza makes it better.
Collaborators: James (Thatcher) Moses (Copywriter), Michael Tutko (Art Director)
Insight: Rejection is unavoidable, yet necessary. It molds you, much like pizza dough.
Every year, millions of eager viewers tune in to the drama and heartbreak of each weekly episode of ABC’s The Bachelor.
Why not turn those hungry eyes to pizza?
For this special, sponsored episode, those who do not receive a rose will instead receive a pizza. Domino’s will also cater the finale recap event with delicious pizza for the cast and studio audience.
These poor ladies may be going home with broken hearts, but not with empty stomachs.
Not interested in that Valentine’s request this year? Looking to tastefully reject them? Try Domino’s Valentine’s Day rejection cards, complete with a coupon for a free pan pizza!
Whether you got turned away by admissions for Harvard, Princeton, or even just the management position at Dave and Buster’s, Domino’s is here to bandage the broken heart with a little bit of sauce and cheese. Turn in an official rejection letter and get rewarded with a free pizza.
Served hot, and from the heart.