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Domino's revisits ‘DOMIN-OH-HOO-HOO’ campaign to promote half-price online deal

David Murphy

Pizza chain Domino’s has launched the latest iteration of its ‘DOMIN-OH-HOO-HOO’ campaign in the UK, to promote a deal offering 50 per cent off pizza when you spend £30 or more online.

Created by VCCP, alongside its CX and production arms VCCP CX and Girl&Bear, the new 30-second hero film called ‘Betty-Hoo-Hoo’ spotlights Betty, who appeared in the first DOMIN-OH-HOO-HOO spot, after lots of consumer interest about her own pizza-eating habits following the first yodel campaign.

The TVC opens with Betty sitting in her armchair at home, putting the yodel call out to her friends asking who fancies a Domino’s. Two friends in the middle of a game of bingo respond, followed by others, and closing with a man, mid-chest wax, yodelling out that all delicious Domino’s pizza’s will be half price this January. The final scene shows Betty and her friends enjoying a Domino’s feast together and finishes with the voiceover declaring that Domino’s customers will receive 50 per cent off pizza when £30 or more is spent online.

Like the previous chapters, the campaign will continue to be audio-first and will also roll out across radio with a series of announcements to highlight the new deal. It will also run across TV, VOD, YouTube, digital, print, OOH, DOOH and in store. 6-second and 10-second cut downs of the TVC will be used in the digital space. Havas Media are responsible for the media planning and buying.

“We’re proud our pizza is the meal of choice for crowd-pleasing moments between family and friends,” said Domino’s Chief Marketing Officer, Sarah Barron. “We want to kick off 2022 in style whilst highlighting what our customers love about us – generous portions and fantastic value with market-leading prices and deals. Betty was the unexpected star of our first DOMIN-OH-HOO-HOO ad, and we’re delighted to bring her back to the centre stage where she belongs!”