Delivering fresh perceptions, with a slice of a seasonal recruitment.
Domino's Pizza
Brand Repositioning
THE CHALLENGE
Domino’s wanted to use PR to support a seasonal recruitment drive to hire 5,000 new colleagues across the UK & Ireland as it marked 40 years in the UK.
OUR APPROACH
Widening perceptions of Domino’s as an employer, we showcased Domino’s as a great place to work and a diverse employer that offers opportunities for career progression and development.
THE SOLUTION
To maximise media appeal we split our campaign into two strands:
- Meeting the people who joined Domino’s through the most unusual routes – using case studies to deliver compelling stories.
- Showcasing how the nation’s leading pizza brand was once again gearing up for its busiest time of the year by announcing 5,000 new jobs, with a call for more delivery drivers, in-store colleagues and pizza makers.
THE RESULTS
Our campaign launched with a page lead on Times Money followed by coverage in The Sun, Daily Mail and The i.
- 116 pieces of coverage including Times, Daily Mail This is Money, The Sun, The i, Times Radio, LBC
- DA 64 (60+ considered excellent)
- 89% rise in visits to Domino’s recruitment webpage
