Domino’s and VCCP incite UK consumers to “Feast like a Don”

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Domino’s, the UK pizza delivery company, and strategic creative agency VCCP London launched new TV spots inviting people to ‘Feast like a Don’ and indulge in an Italian-inspired comfort food experience.

The integrated campaign showcases their latest culinary innovations, the Ultimate Lasagne Pizza and Ultimate Carbonara Pizza. In a bid to generate  passion for the new products, Domino’s latest ads take inspiration from classic Mafia movies, momentarily turning a regular Dom’s lover into a “Don”  to warmly  praise the delivery man for the fantastic feast and prompt service.

The tongue-in-cheek campaign adapts Domino’s famous Domin-oh-hoo-hoo sonic branding with a  Mafioso twist. 

The campaign is crafted to showcase product innovation in a lighthearted way mixing authentic Italian themes, hand gestures, and a subtle nod to Mafia imagery, culminating with the tagline ‘Feast like a Don’.

Director Dom O’Riordan showcases the new range in a humorous light, a pastiche of mafia movies and Italiano flavour which accentuates the qualities of Domino’s new range.

Harry Dromey, Director of Marketing at Domino’s, said:

“Consumers don’t think too long or hard about where to buy their takeaway, so top-of-mind awareness is key. I have no doubt this campaign from VCCP London will help ensure consumers have Domino’s on the brain. Consumer testing says it makes people smile and want to lick the screen.”

David Masterman, Deputy Executive Creative Director at VCCP, added:

“We can, obviously, only speculate what Don Corleone would make of a Lasagne, or Carbonara Domino’s, but maybe, just maybe, he would greet his delivery rider like this.”

The AV spot and Radio will go live from Monday 4th March in the UK and Ireland and will run until the 17th March. D/OOH, social and print were all developed by Domino’s in-house studio, Big Dip Studios with media planning and buying led by Havas Media 

VCCP is an international integrated communications agency, founded in 2002 on the principles of simplicity, collaboration, un-preciousness and integration around ideas rather than channels. With offices in London, Madrid, New York, Prague, San Francisco, Shanghai and Singapore, VCCP produces award-winning work for clients including Walkers, Virgin Media O2, ComparetheMarket, easyJet, Domino’s, Canon, Cadbury, Sage and White Claw.


Client: Domino’s

  • Director of marketing: Harry Dromey
  • Senior Campaign Manager: Matt Reed
  • Senior Media Manager: Kerry Morrow
  • Assistant Campaign Manager: Nicole Mulcahy
  • Domino’s Internal Agency: Big Dip Studios

Ad agency: VCCP

  • ECD: Dave Masterman
  • Creative Team: Arthur Harry & Ludo Thomas
  • Managing Partner: Jess Aspinall
  • Business Director: Claire Fleet
  • Senior Account Manager: Nathan Thomas
  • Head of Planning: Ross Cameron
  • Senior Planner: Nathan Velayudhan
  • Agency TV Producer: Selena Cunningham

Media Buying: Havas

Production company: Girl&Bear

  • Director: Dominic O’Riordan
  • Editor: Ashley Sykes
  • Executive Producer: Charlotte Borrell
  • Producer: Selena Cunningham

Post-Production: Coffee & TV

  • DOP: Joe Douglas
  • Production Designer: Bobby Nicholls
  • Colourist: Simona Cristea

Audio Post-Production: Jungle

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