‘Lambassador’ Sam Kekovich fronts new MLA and Domino’s campaign
Domino’s has partnered with Meat and Livestock Australia to launch a new lamb pizza range, supported by a major new campaign via Elevencom.
Meat and Livestock Australia’s ‘Lambassador’, Sam Kekovich, fronts the campaign.
The spot showcases two new Domino’s pizzas – Greek Lamb Tzatziki and Lamb Meatlovers – as well as its new sides – Greek Lamb Tzatziki Meltzz, Slow Cooked Lamb Pasta, and Cheese ‘n’ Mite Scrolls – which are all exclusive to Australia.
Allan Collins, CMO at Domino’s ANZ, said the new range is the perfect opportunity to emphasise Meat and Livestock Australia’s passion for bringing generations together through food.
“At Domino’s, our purpose is to bring people closer, and our new Aussie lamb range does just that – paying homage to the succulent, rich flavour of slow cooked lamb, paired with the Domino’s toppings you know and love like stretchy mozzarella, freshly diced tomato and crispy bacon,” he said.
“Teaming up with MLA feels like a natural fit, as we both believe in making iconic Aussie classics accessible to all generations – from Zoomers to Boomers and even Generation X, who often feel forgotten.
“In the wise words of Sam Kekovich: ‘Put down your poke bowls Australia and pick up a pizza. It’s lamb for all!’”
Graeme Yardy, domestic marketing manager at Meat and Livestock Australia, said: “Australians love their lamb and associate it with high quality and flavour. This means adding lamb to a menu allows food service operators to capture the opportunity to positively differentiate their business.
“There is a significant opportunity for lamb to shine brightly on fast food menus due to its versatility, taste and quality. Partnerships with restaurants such as Domino’s are a fantastic way to showcase lamb to younger generations and those of different cultural backgrounds, especially within metropolitan Australia.”
Elevencom was reappointed as Domino’s creative agency last year, one month after Collins stepped back into the CMO role. The brand’s former CMO, Adam Ballesty, had appointed It’s Friday in early 2022 as its creative agency of record, ending Domino’s and Elevencom’s decade-long partnership.
A Domino’s spokesperson told Mumbrella at the time: “We worked with Elevencom for more than a decade and in that time they delivered some truly creative, outside-the-box campaigns.
“We can’t wait to see what fresh ideas they have after a short break from the business, and to work together again to drive the business forwards.”
Elevencom collaborated with media agency Wavemaker on the new campaign.
The spot also features the new Domino’s Future Delivery e-Bike, which launched late last year, via the brand’s former creative agency.
The campaign will run on TV, digital, social and point of sale material.
Credits:
Domino’s Pizza Enterprises
Allan Collins, Chief marketing officer, ANZ
Kent Madders, Marketing director, ANZ
Teneille Rudd, Head of brand & campaigns, ANZ
Gisele Mulholland, Brand manager, ANZ
Emma Curro, Assistant brand manager, ANZ
Kesh Gohill, Head of content & social, ANZ
Peter Walmsley, Head of production, ANZ
Emma Campey, Marketing services director, ANZ
Joe Curtis, Digital media optimisation manager, APAC
Creative agency: Elevencom
Ryan Fallowfield, Director creative & branding
Jono McCauley, Director creative strategy
Christopher Johnson, Creative director
Amy Sibraa, Senior Art director
Tim Arrowsmith, Senior writer
Feli Vila-Sanchez, Senior account director
John McLachlan, Director operations
Media: Wavemaker
Tim Harper-Russell, Client partner
Emily Johnston, Marketplace director
Jane Sullivan, Managing director
Production: Taxi Film Production
Jonathan Nyquist, Live action director
Ronald Koetzier, Food director
Mark Bishop, Senior producer
Post production: Alt VFX
Ant Newton, Post production supervisor
Celeste Fairlie, Senior producer
Sound: Sounds Like Butter
Stevie-leigh Batiste, Sound designer
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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topics
Allan Collins
Australian Lamb
Domino's
Elevencom
Meat and Livestock Australia
MLA
Sam Kekovich
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