Objective:
Domino’s Cheese Burst pizza isn’t just food—it’s an experience, especially with three new exciting flavors: Hot and Fiery, Makhani, and Korean Sweet Chilli. Each flavor brings its own unique indulgence, creating a distinct “moment” that demands to be savored. But here’s the catch: interrupting this indulgence is a crime.
Insight:
Domino’s Cheese Burst pizza isn’t just food—it’s an experience, especially with three new exciting flavors: Hot and Fiery, Makhani, and Korean Sweet Chilli. Each flavor brings its own unique indulgence, creating a distinct “moment” that demands to be savored. But here’s the catch: interrupting this indulgence is a crime.
Approach:
We knew the key to making this campaign stand out was to bring these bold, flavorful twists to life in a way that felt both fun and relatable. The diverse range of Cheese Burst flavors offered a perfect storytelling opportunity, with each flavor giving influencers the chance to express their own personality and quirks. Whether they were indulging in the spicy thrill of Hot and Fiery, the comforting richness of Makhani, or the unique zing of Korean Sweet Chilli, we let influencers build their own narrative around their personal experience with each flavor.
Activity:
Results:
Each Cheese Burst flavor became its own character in the influencer’s story. The Hot and Fiery flavor invited spicy, over-the-top reactions; Makhani brought in warmth and comfort; and Korean Sweet Chilli added a surprising twist. This diversity in flavors allowed influencers to showcase their creativity and make the narrative even more engaging. The end result? A campaign that wasn’t just about the product—it was about respecting the moment each flavor created. By empowering our influencers to infuse their own humor and style, we helped Domino’s connect with audiences in an authentic, fun, and shareable way.