Domino's US Finally Launches Parmesan Stuffed Crust Pizza

WorkInProgress has launched its latest Domino’s campaign. Domino’s is FINALLY launching stuffed crust pizza - Introducing Domino’s new Parmesan Stuffed Crust Pizza! Yes, the pizza leader is the last to do it, but it’s more than a new product launch – it’s a major strategy move. 

Why did it take Domino’s so long?

When Pizza Hut first launched stuffed crust in the '90s, Domino’s had operational concerns with launching it and knew there were several hurdles to overcome. Domino’s wanted to ensure it was an operationally efficient process – and one that consistently delivered a high-quality crust to customers. They also wanted to gather as many insights as possible, and Domino’s international markets that already offered stuffed crust. Their research showed that stuffed crust is gen z’s favourite type of pizza crust, and nearly 13 million Domino’s customers are buying stuffed crust from competitors each year. Finally, their research and development team needed to create the most delicious stuffed crust and one that was also uniquely Domino’s – and different from competitors’. 

After decades of strategically expanding its menu to meet consumer preferences for great-tasting, affordable food, Domino’s determined it was finally time to launch Parmesan Stuffed Crust. I’m attaching a one sheeter that dives deeper into the history. 

The Campaign

If you’re thinking 'But I thought Domino’s had stuffed crust pizza?' you’re not alone. Through research, Domino's uncovered that 73% of consumers thought the brand already had stuffed crust in the US. This insight became the inspiration for the integrated campaign, created by AOR WorkInProgress, and includes:

TV: Directed by Hey Wonderful’s Sam Cadman, the creative features real people who believed they had tried the pizza from Domino’s before, discovering that this is Domino's first-ever stuffed crust pizza. The work builds on Domino's history of using real customer insights (and customers) in its advertising. 

Sweepstakes extension: Domino's Stuffed Crust Cheat Receipts. People who had to order Stuffed Crust from one of the brand’s competitors in the past have a chance to try Domino's Parmesan Stuffed Crust Pizza for free, with up to $250K in pizza being given out. 

New packaging design for the pizza box of Domino’s new Stuffed Crust Pizza, the first new pizza box design in the main line up in over two years.

In addition to TVC, the campaign includes OOH, digital, social, and influencer support.