Pizza Hut UK Announced as ‘The Official Sponsor of Dominoes’ in Playful New Campaign by Iris

Pizza Hut UK has humorously unveiled itself as ‘The Official Sponsor of Dominoes’ in a tongue-in-cheek campaign created in partnership with global creative network Iris Worldwide. 

Following a playful DOOH teaser campaign before the weekend, which declared ‘People who like Dominoes love Pizza Hut’, the multinational pizza chain revealed it is ‘the official partner of the 2024 World Championship Domino Tournament’. 

The campaign is part of a major brand reset ahead of the launch of Pizza Hut’s new creative platform, ‘Together We Pizza’, as it unveils its new sourdough style Handcrafted Crust.

Set against the backdrop of a ‘summer of sport’, where healthy competition is encouraged, the work establishes a new tone of voice for the brand as it looks to connect with a new generation of pizza lovers. With a focus on social-first audiences, the new ‘Together We Pizza’ platform, developed by Iris, positions Pizza Hut as a brand tapped into culture that contributes to moments of social excitement and togetherness while also delivering on taste with its new Handcrafted Crust and range of delicious new recipes.

The teaser campaign focusing on the brand’s ‘Dominoes sponsorship’ will run across DOOH and be amplified on social media via talent and cultural commentators, as well as supported with PR.

Comedy influencer activity and creator ‘unboxings’ of the new Handcrafted Crust pizza on social channels, will further support the campaign and drive awareness and cultural credibility of Pizza Hut’s new product.

To bring a slice of the action from the global championships to the UK, and demonstrate that Dominoes players love Pizza Hut, the brand has collaborated with the Brixton Immortals Domino Club. In a community-first, grassroots approach, filmed branded content captures players eating pizza and reinforces the campaign message of ‘People who like Dominoes love Pizza Hut’. 

Jana Ulaite, chief marketing officer, Pizza Hut UK, said, "The launch of our ‘Together we Pizza’ brand platform allows us to celebrate Pizza Hut with our existing fans, whilst getting new audiences excited about the moments that bring us together, and our great tasting pizza.”

“Surprising and delighting our customers is at the heart of our brand. With this campaign that announces our partnership with the 2024 World Championship Domino Tournament, we’re establishing our taste message and refreshing our tone of voice as part of this brand and product relaunch.”

Grant Hunter, chief creative officer, Iris Worldwide, added, “2024's summer of sport is all about healthy competition and shared moments of togetherness. With our new campaign, we've captured this spirit perfectly. As the official partner of the 2024 World Championship Domino Tournament, we're bringing the swagger back to Pizza Hut with a playful reminder that while the UK focuses on the Euros, there's another global championship where Pizza Hut is front and centre.”

Garrett Bowers, chairperson, World Championship Domino Tournament, concluded, "When making plans for game night, Pizza Hut and dominoes are my family’s top choice. Both things have an element of community and comfort. That’s why partnering with Pizza Hut to sponsor the World Championship Domino Tournament is a natural fit. Through this relationship, the World Championship Domino Tournament can continue to share our passion for the game of dominoes while supporting our community.”

Media planning and buying is by Spark, PR is by Hanover, and social community management is by Livity.