The hills are alive with the sound of pizza

IPA Effectiveness Awards Case Study 2022

During the lockdown, Domino’s was losing orders and market share, reflecting the rapid growth of Deliveroo and other heavily advertised rivals. This case describes how Domino’s responded when social gatherings were resuming in mid 2021 by investing in communications, in which distinctive audio branding – a yodel – featured in scenes of friends enjoying Domino’s pizza. To create high awareness, galvanise participation and activate demand, a wide variety of channels and formats were used. Those communications cut through and the yodelling engaged the target audience. Brand metrics improved, orders were 2.7m higher and market share experienced rapid growth.

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"In 2021 as the nation recovered from the pandemic, we knew we had a role to play in bringing families and friends back together with piping hot pizza and what better way to grab people's attention than to yodel it loudly from the rooftops! The Yodel campaign had a significant impact on supercharging our business, with market share returning to growth and order count increasing ahead of expectations. We can’t wait to see how the evolved platform thrives on in 2022.”

Sarah Barron, Chief Marketing Officer
Domino’s UK and Ireland