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Playing on a "heat wave" theme, Domino's Pizza plans to introduce its new delivery bags-designed to keep pizza hotter and crisper-with a $10 million to $12 million TV campaign.

The ads, breaking in the summer, will continue the umbrella "Delivering a million smiles a day" theme launched last fall via agency Campbell Mithun Esty, Minneapolis.

Buoyed by strong sales, the No. 2 pizza chain plans to increase total broadcast spending to about $120 million this year.

Domino's is in talks with CBS to sponsor that network's half-time show when it begins broadcasting National Football League games next fall; Domino's sponsored NBC's "NFL Halftime Report" during the just-ended season.

It already is the exclusive pizza-chain sponsor for CBS' broadcasts of the Winter Olympic Games this month.


Domino's, which had stumbled in the late 1980s and early '90s, has had five years of sales gains, with $3.3 billion in 1997 sales. It ranked second in 1996 in the $21.1 billion market, according Technomic, behind Tricon Global Restaurant Co.'s Pizza Hut, which is trying to re-invigorate sales after a recent downturn.

Domino's unveiled its new delivery bag last week with uncharacteristic fanfare at an event in New York featuring Martha Reeves and The Vandellas singing their hit, "Heat Wave." Neither Ms. Reeves nor her song will be part of the advertising, said Cheryl Bachelder, exec VP-marketing and product development at Domino's, although the term "heat wave" will be an integral part of the campaign.

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