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Domino's: Pizza Millionaires

Campaign-of-the-year PR Week Award winner 2004 - Campaign of the Year
PR Week Award winner 2004 - Best Corporate Marketing Communications Campaign
CIPR Award winner 2005 - Best Industry & Commerce Campaign

Brief

Help Domino's open 50 new stores within a year by driving applications from potential franchisees.

Solution

We needed to help Domino's raise its profile beyond the realm of pizza lovers and attract significant numbers of hardworking would-be entrepreneurs. We also needed to raise the profile of franchising as a business model. Extensive media, competitor and industry research led us to our media platform of 'Pizza Millionaires' - a campaign focusing on Domino's 15 most successful franchisees (each of whom had built their store into a £1million+ business). Our main media spokesperson was 27 year-old James Swift, a Domino's millionaire who joined as a 16 year-old delivery driver, and who was able to explain Domino's proposition in the context of a real franchise success story.

Results

We sold James Swift's story exclusively to The Sunday Telegraph, and followed up with a broader story about franchisee millionaires to the wider media. As a result, we generated branded full-page features in The Sunday Telegraph, The Sun and The Star as well as 22 regional publications (targeted at areas with a particular franchise recruitment need).

We sold James Swift’s story exclusively to The Sunday Telegraph, and followed up with a broader story about franchisee millionaires as a ‘Sunday for Monday’ media sell-in. As a result, we generated branded full-page features on in The Sunday Telegraph, The Sun and The Star as well as 22 regional publications (targeted at areas with a particular franchise recruitment need).

The campaign was directly responsible for a 400% increase in enquiries - the highest ever response recorded by Domino's. Compared to Domino's annual average, our campaign generated an additional 460 new franchisee enquiries that would not otherwise have been secured.