Domino’s declares war on delivery charges with an army of employees
Domino’s has declared war on delivery costs with a Braveheart-inspired campaign.
The TVC shows Domino’s delivery people, e-bike riders and two Pepperoni Pete mascots gathered like an army. When one calls “Charge” another corrects her, saying that it’s actually “No charge”.
The campaign’s promotion applies to any large pizza priced at $15, with no minimum spend required.
Allan Collins, Domino’s chief marketing officer for ANZ, said in a statement: “The campaign is based on the insight that customers don’t like the nasty surprise of extra delivery fees when they order food online.
“We’re committed to simplifying our business and removing conditions and charges wherever we can, and our ‘Any Large Pizza $15 Delivered’ deal is a big step in that journey.”
Creative agency, Elevencom, was behind the campaign.
Ryan Fallowfield, creative director at Elevencom, said: “We are continually looking to make our creative work for Domino’s more bold and engaging and we think this campaign will really stand out in the category.”
The campaign will be executed on TV and online, in both Australia and New Zealand.
Earlier this year, Domino’s launched DOM Pizza Checker, an AI scanner designed to check the quality and consistency of every pizza, to address the company’s number one customer complaint that their pizza ‘doesn’t look like it should’.
‘War on Charges’ Credits:
Domino’s
Allan Collins, Chief Marketing Officer, ANZ
Melody Livingstone, Head of Marketing, ANZ
Teneille Rudd, Brand Manager, AU
Phoebe Kenny, Brand Manager, NZ
Peter Walmsley, Senior Production Manager
Elevencom
Ryan Fallowfield
Jono McCauley
Tim Arrowsmith
Daniel Crocetti
John McLachlan
Production: Taxi Film Production
Jonathan Nyquist, Director
Mark Bishop, Senior Producer
Post Production: Alt VFX
Celeste Fairlie, Senior Producer
Caleb De Leon, Colourist and Flame Artist
Sound: Sounds Like Butter
Stevie-leigh Batiste, Sound Designer
This makes no sense at all..
“The campaign is based on the insight that customers don’t like the nasty surprise of extra delivery fees when they order food online”.
On the Dominos website I can order a pepperoni pizza to pick up at a cost of $5.45, if I order the exact same thing delivered it’s now $15 (it is $18.40 before you apply the $15 promo).
How is that anything other than a charge??? The price of the pizza triples when you get it delivered!!
Serious case of the ad not delivering against the reality….
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Smells like meat on a vegan pizza. Or very similar to that of any beer ad from 2012. Carlton Draught, it’s a big ad!?!
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Smells like sales are on the slide
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Smells like meat on a vegan pizza. Or better yet a carbon copy of CArlton Draught’s it’s a big ad. Collins has been in the seat for too long.
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Simon says a fair point. TV value prop isn’t value….
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