How Domino’s got the press all hot for its Heatsuit campaign
Winning Gold at The Drum Awards for PR in the Food & Beverage category is Domino’s for its Heatsuit campaign by One Green Bean. Here is the award-winning case study.
An example of the award-winning work / Domino's
Objectives
Two things typically drop in January, the temperature in Britain and the sales of delivery food and takeaways. With less money to spend after Christmas, January is the slowest month for food delivery. The temperature drop also increases the noise around one of the industry's biggest challenges, hot food arriving cold.
As one of the pioneers of home delivery, Domino’s has invested millions in its Heat-Wave-Heat-Bag™ technology to keep its pizzas piping hot. The campaign's objective was to showcase that.
Want to go deeper? Ask The Drum
Brief
Domino's chose to lean into the British obsession with winter weather. It analysed exactly how and when a predicted cold snap would dominate the UK news agenda, to know precisely when to act. Domino's set out to hijack the January ‘big freeze’ in a way that would appeal to a wide UK audience.
Advertisement
Partnering with the product innovation team at Domino’s, the team set out to transfer their technical skills into creating a heat bag-inspired body suit. Each Domino’s Heatsuit prototype was equipped with a mobile phone holder, a front pouch for storing Domino's well-known garlic and herb dip, and knee napkin inserts. The thickly padded design reflected the iconic delivery bag aesthetic, with a fashionable all-in-one, zip-fronted design.
Advertisement
When an arctic blast of -15 degrees Celsius (five degrees Fahrenheit) hit the headlines in January, Domino's released its Heatsuit announcement to national media and revealed images online.
Results
Domino's landed coverage in every target national and regional title across the UK, from The Sun and the MailOnline to Joe.co.uk and ITV News. The story managed to reach the US with Drew Barrymore putting in a request for a Domino’s Heatsuit to wear on her chat show.
There were over 200 media hits across print, online and broadcast media, reaching over 651 million people.
Ready to get your work recognized on a global stage? Enter The Drum Awards today. Need more inspiration, read our Award Winning Case Studies.