Domino’s apologises for bombarding customers with deals via It’s Friday

Domino’s has apologised to its customers in Australia and New Zealand for “bombarding people with deals” in the latest campaign from It’s Friday.

The new work is the latest stunt taken out by the pizza franchise, after it dipped its toes into the realms of burger delivery in August.

Based on the insight that customers were finding it hard to keep track of deals on paper vouchers, emails and texts, Domino’s, in partnership with It’s Friday, has developed a new money saving innovation that claims to resolve this experience, making it easier for customers to save, store and redeems Domino’s deals.

The tongue-in-cheek apology video features Domino’s group CEO and managing director, Don Meij, who teases the announcement of the new ‘innovation’ on December 12.

The video will feature on TV and in the national press, with Meij announcing, “it’s come to my attention that in the last 12 months we’ve put out 2964 delicious money saving deals”, he continued, “we seem to not be able to stop bombarding you with great value”.

Vince Lagana, chief creative officer of It’s Friday said about the teaser campaign: “It’s hard to comprehend that Domino’s have put out 2,964 deals over just the last year. The teaser’s a fun way to remind people that Domino’s are unbeatable when it comes to offering great value by recognising that it’s near impossible to keep track of all their deals. But they’re going to keep coming, so we’re making sure people know they’ll soon be able to get those deals, without the ordeal.”

Adam Ballesty, CMO of Domino’s ANZ said: “We are a business obsessed with giving customers great value and joyful experiences. We’re also obsessed with listening to our customers, which is why we are transforming the deal redemption experience, starting December 12.”

Pete Bosilkovski, CEO of It’s Friday, added: “It’s refreshing to work with a company that isn’t afraid to be authentic and lead by example. Having the ‘big cheese’ apologise nationally about the sheer number of deals is massive. Says a lot about this company.”

The national campaign rolls out from today across TV, press, digital and social.


Client – Domino’s
Creative Agency – Its Friday
Media Agency – Wavemaker
Production Company: Traffic Film
Director: Ken Kimura
Producer: Jill McMahon


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