Domino's New Cheeseburger Pizza Is the 'Official Food of WTF!'

Domino’s, the nation’s best loved pizza, has launched its new Cheeseburger pizza.

With a campaign aptly named ‘The Official food of WTF!’, VCCP has created a series of social films, which explore the sensory experience enjoyed as you dive into Domino’s newest pizza creation.

The films feature a split screen; in the bottom half our heroes eat a slice of the freshly-handmade Cheeseburger pizza; however, in the top half, a world of WTF-ness has been unleashed. It’s a sensory explosion of crossed wires and incomprehensible flavours, all at once. What your eye sees as a pizza, jars beautifully with the taste sensation of a cheeseburger. 

The online and social campaign is also accompanied by radio ads which are set inside someone’s head just as they begin to tuck in to Domino’s delicious new Cheeseburger pizza.  Listeners will hear the internalised thoughts of our featured person’s taste buds and eyesight as they communicate and fight over what he’s eating.

The Cheeseburger pizza is packed cheese, double ground beef, fresh tomatoes, red onions, sliced gherkins and drizzled with Domino’s special burger sauce. 

The campaign will run via CRM, on social and radio.

Tony Holdway, sales & marketing director of Domino’s said: "The Cheeseburger pizza is one of our biggest product launches of the year, and our marketing really encapsulates the Domino's brand - innovative & fun!"

Jessica Aspinall, business director at VCCP  added: “This is the first of many exciting new products we are helping Domino’s to launch over the next 12 months- the cheeseburger pizza really does need to be tried to be believed and the campaign really brings this to life.”   

Domino’s launched in Britain in 1985 and is recognised as the UK and Ireland’s favourite company, delivering around 100 million freshly made pizzas from over 1,000 stores every year.