When life gives you lemons, order an emergency pizza.
That’s the idea behind Domino’s latest campaign from WorkInProgress, which will give rewards members a free medium two-topping pizza to use when, well, life happens.
“Perhaps you burned dinner, the power went out or maybe your in-laws just dropped in without notice—whatever your emergency situation, Domino’s believes a free pizza can make anything better,” said Kate Trumbull, Domino’s senior VP and chief brand officer. “Why did we launch Domino’s Emergency Pizza? With so much uncertainty in everyday life, we believe everyone needs a pizza pick-me-up at some point! The hardest part may just be deciding when to use your Emergency Pizza!”
The new creative for the emergency pizza features a home cook who can’t open a jar of pasta sauce. After a few seconds, he decides it’s time to bring in an emergency pizza for dinner.
Here’s how the pseudo BOGO offer works: Customers can place an order online for delivery or carryout of $7.99 or more, and they’ll automatically earn an emergency pizza. But to actually get the free pie, customers have to sign into or join Domino’s rewards program within seven days, and will then have up to 30 days to redeem their emergency pizza.
The new campaign will run on TV, print, OOH, social and digital channels.