Domino’s Canada Challenges Brands with ‘Anticipated Deliveries’ Campaign

To celebrate the highly anticipated arrival of Parmesan Stuffed Crust, Domino’s Pizza of Canada has released a new social-driven campaign in partnership with LG2. Called 'Anticipated Deliveries', the social-focused campaign includes organic posts, engagement with other brands and joining the conversation with specific fan communities online that embeds the new parmesan stuffed crust pizza offering into popular culture.

Canadians have been eagerly waiting for Domino's to release their take on stuffed crust pizza for some time. But it's not the only thing Canadians have been waiting for, so to celebrate their long-awaited release, Domino's is helping to inspire other highly anticipated releases to deliver. Whether it’s a video game, an album or a book, Domino’s engaged fans online in posts on Instagram, Threads and TikTok asking what they most wanted to see next. Now, as promised, Domino’s is challenging those brands, whether it’s taking on the 12-year-long wait for a beloved video game franchise, giving a helpful nudge to George R. R. Martin or proposing some potential beats to Rihanna.

The response to Domino’s brand challenge by these communities has been overwhelming. Generating coverage in Worldstar, Complex and hundreds of thousands of comments online, resulting in a reach of over 600 million since the campaign launched with Twitch streamers and fans alike coming up with their own proposals for how Domino’s pizza can be incorporated into their favourite IP.

"One of the most common questions we’ve heard over the years is, 'When will you launch stuffed crust?' We're proud to announce that our first-ever stuffed crust pizza is here, and we’re confident that it’ll be every Canadian’s new favourite stuffed crust. In fact, now that we’ve delivered Parmesan Stuffed Crust, we’re asking Canadians what other highly anticipated releases they’ve been waiting for to see if we can help deliver those too”, said Ken Harrison, chief commercial officer, Domino’s Pizza of Canada.

"For pizza lovers, Domino's stuffed crust was a highly anticipated release. So knowing there are a ton of other highly anticipated releases out there, we decided to use this moment to have some fun and see what other long overdue projects we could help deliver", said Josh Stein, chief creative officer, LG2.

"This campaign lives entirely on social media, so we knew engaging with our audience would be essential. Working closely with the Domino’s team we took over the keys of their social accounts, allowing us to be more reactive in the moment and ensure the campaign voice was present across every touch point. So often community management and campaigns run as two separate pillars and by bringing them together we’ve been able to see real success and momentum working in tandem”, said Darby Clarke, senior copywriter, LG2.