Eat’N’Go – Mighty Taste Mighty Value
Domino’s Pizza Nigeria created the smallest and cheapest Pizza in Nigeria to extend its premium experience to every Nigerian.
To launch the new product, H+K developed and executed a disruptive campaign in February 2019, where over 2000 boxes of pizzas were distributed to commuters at one of the busiest toll gates in the country.
H+K also developed and syndicated content on the launch of this new pizza across top tier media platforms, positioning Domino’s pizza as a revolutionary brand with this first-of-its-kind pizza.
Overall, the campaign created massive organic awareness for the product and brand through several real-time tweets, Instagram posts and online engagement. The reach for this campaign peaked at over 20 million impressions across these platforms over a 1 week period.
Due to the success of the first engagement, this activity was extended to other key locations such as Agege and Sabo, two highly populated places in Lagos, to sustain the conversation for the launch of the Smallie pizza, and generated high level talkability including earned social media coverage about the brand.