Domino’s has unveiled a new integrated campaign to launch its new £4 lunch menu, reinventing the ‘high five’ as ‘high four’.

In partnership with advertising agency, VCCP, the pizza chain has launched two spots, entitled ‘High 4-Wraps’ and ‘High 4 Pizza’, directed by award-winning Clay Weiner.

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The first film features a group of protagonists showcasing their £4 lunch wraps, embarking on a spirited ’High 4’ journey down a bustling high street. From engaging with a cab driver to exchanging high fours with a passerby on a canal boat.

Meanwhile, the second spot features a similar message, showcasing the protagonists bringing their £4 pizza back to the office, with the workplace coming alive with ’High 4’s’ exchanged among colleagues, from the IT department to the boss.

All accompanied ads also feature the chain’s famous Domin-oh-hoo-hoo sonic branding.

The campaign will run throughout the UK until the 5 May 2024 across TVS, BVOD, VOD, social, radio, OOH and digital.

Media planning and buying will be led by Havas Media UK and PR managed by One Green Bean.

Domino’s Marketing Director, Harry Dromey, said: “We’re looking to steal our competitors’ lunch. There’s considerable headroom for us to grow during the day, and the £4 lunch menu gives consumers what they have been asking for; a freshly made, piping hot lunch, at a competitive price. High fours to VCCP for another cracking campaign. Let’s hope it works as well IRL as it did in consumer testing.

VCCP London, Deputy Executive Creative Director, David Masterman, added: “A Domino’s for four quid; surely the stuff of dreams? We needed to celebrate this crazy lunchtime value in a way worthy of the brand”.