Domino's puts its yodel at heart of its ITVX and Channel 4 sponsorship

The brand's latest video-on-demand campaign was created by VCCP

By creative salon

03 August 2023

Pizza delivery company Domino’s has unveiled its latest video-on-demand campaign for its longstanding sponsorships with Channel 4 and ITVX.

The new TV sponsorship campaign was devised by VCCP London, Domino’s strategic creative agency and puts its sonic branding at the heart of the creative for the very first time.

The comic 15 second and 5 second idents feature different scenes from classic TV and film genres - from wildlife documentaries to crime drama, horror to romance, with each creative mirroring the genre the viewer is about to watch. However, there is a twist as the authentic genres are subverted by the rug-pull of the characters’ real desire...for a Domino's. This is exemplified by the insertion of the 'Domin-oh-hoo-hoo' yodel, now in its third year, and with 93 per cent recognition within the UK.

The films are designed to reach its target audience of 18 to 44-year-olds with the intention of making Domino’s synonymous with night’s in front of the TV.

Domino's has sponsored streaming on Channel 4 since 2019 and the deal includes branded idents around premium content on the platform, digital inventory, research and access to 4Studios Content. It has previously sponsored ITV Hub since 2018 and earlier this year Domino’s renewed and expanded their partnership with ITVX for a new multi-year deal, which includes sponsorship idents, ITVX takeovers, licensing and research. Havas Media UK, Domino’s’ media agency since 2001, worked in partnership with newly launched sister agency, Havas Play, to broker the renewed deal.

Harry Dromey, director of marketing at Domino’s UK and Ireland, said: “We want to maximise the return on investment from our Channel 4 and ITVX sponsorships. That requires brilliant creative. I'm delighted with what VCCP has achieved here. Testing has shown us consumers are big fans of the work. This set will help us keep top-of-mind in the competitive, noisy takeaway marketing.”

David Masterman, deputy executive creative director at VCCP London, added: “Brand idents have a tendency to fall a bit flat. They may be short, but we wanted to apply the love and craft we put into our other comms, we believe they can be every bit as engaging.”