Domino’s celebrates the launch of their new £4 lunch menu with “High 4” campaign by VCCP London

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Domino’s celebrates the launch of their new £4 lunch menu with “High 4” campaign by VCCP London

Apr 22, 2024

Domino’s, the UK’s most loved pizza delivery company, is launching an integrated campaign that introduces its new lunchtime offering - a tasty £4 lunch menu, with its agency of record VCCP London.

The new lunchtime menu features two irresistible product offerings curated for the lunch crowd, including the Hot & Cheesy Wrap and the Cheeky Little Pizza. Central to the campaign is the innovative ‘High 4’ concept, developed to introduce their new £4 lunch options. This spotlights the affordability and appeal of Domino's lunch offerings, tailor-made for a satisfying lunchtime experience.

VCCP London worked with award-winning director Clay Weiner to create two captivating TV spots: ‘High 4-Wraps’ and ‘High 4-Pizza’. In ’High 4-Wraps’, vibrant protagonists joyfully showcase their £4 lunch wraps, embarking on a spirited ’High 4’ journey down a bustling high street. From engaging with a cab driver to exchanging high fours with a passerby on a canal boat.

Meanwhile, ‘High 4-Pizza’ shows the relatable scenario of a protagonist bringing their tantalising £4 pizza back to the office. As they share the delight of their affordable lunch discovery, the workplace comes alive with ’High 4's’ exchanged among colleagues, from the IT department to the boss, all accompanied by Domino’s famous Domin-oh-hoo-hoo sonic branding.

Harry Dromey, Marketing Director at Domino’s, said: “We're looking to steal our competitors' lunch. There's considerable headroom for us to grow during the day, and the £4 lunch menu gives consumers what they have been asking for; a freshly made, piping hot lunch, at a competitive price. High fours to VCCP for another cracking campaign. Let's hope it works as well IRL as it did in consumer testing.

David Masterman, Deputy Executive Creative Director at VCCP London, “A Domino’s for four quid; surely the stuff of dreams? We needed to celebrate this crazy lunchtime value in a way worthy of the brand”.

The campaign will run throughout the UK until the 5th May across TVS, BVOD, VOD, Social, Radio and OOH and digital with media planning and buying led by Havas Media UK and PR managed by One Green Bean.

View both campaign films here.

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Social:

Adrian Coleman

Founder & Group Executive Chairman

Phone: 020 7592 9331

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Charles Vallance

Founder Partner & Chairman

Phone: 020 7592 9331

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Michael Sugden

Co-CEO

Phone: 020 7592 9331

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Darren Bailes

Global CCO

Phone: +44 20 7592 9331

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Stephanie Brimacombe

CEO Europe and Global Chief Growth Officer

Phone: +44 7702 523 042

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Julian Douglas

Co-CEO

Phone: 020 3037 3088

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Jo Parker

COO of VCCP and CEO of VCCP Business

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Michael Lee

Chief Strategy Officer

Phone: 212 886 4100

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Basic Info

Founded in: 2002

Employees: 1575

Awards: 84

Creative Work: 521

Clients: 13

Founded in: 2002

Employees: 1575

Awards: 84

Creative Work: 521

Clients: 13

Adrian Coleman

Founder & Group Executive Chairman

Phone: 020 7592 9331

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Charles Vallance

Founder Partner & Chairman

Phone: 020 7592 9331

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Michael Sugden

Co-CEO

Phone: 020 7592 9331

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Darren Bailes

Global CCO

Phone: +44 20 7592 9331

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Stephanie Brimacombe

CEO Europe and Global Chief Growth Officer

Phone: +44 7702 523 042

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Julian Douglas

Co-CEO

Phone: 020 3037 3088

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Jo Parker

COO of VCCP and CEO of VCCP Business

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Michael Lee

Chief Strategy Officer

Phone: 212 886 4100

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