Domino’s group CEO Don Meij apologises to nation for bombarding people with deals in fun new campaign via It’s Friday

Domino’s is famous for delivering literally thousands of deals across Australia and New Zealand every year. But the pizza company realised that sending them out on paper vouchers, emails and texts meant that they were hard to keep track of when you really needed one. Or worse still, when you do eventually find one, it’s expired.

 

That’s why Domino’s will be announcing a new money saving technology innovation on December 12, 2022, that will help resolve the experience for customers; making it easier to save, store and redeem all of Domino’s deals in the future.

Ahead of the advertising launch, It’s Friday asked group CEO and managing director Don Meij to issue a tongue-in-cheek nationwide apology, on TV and in national press, for bombarding people with thousands of hard-to-keep-track-of deals in the last year alone.

Says Vince Lagana, chief creative officer of It’s Friday about the teaser campaign: “It’s hard to comprehend that Domino’s have put out 2,964 deals over just the last year. The teaser’s a fun way to remind people that Domino’s are unbeatable when it comes to offering great value by recognising that it’s near impossible to keep track of all their deals. But they’re going to keep coming, so we’re making sure people know they’ll soon be able to get those deals, without the ordeal.”

Says Adam Ballesty, CMO of Domino’s ANZ: “We are a business obsessed with giving customers great value and joyful experiences. We’re also obsessed with listening to our customers, which is why we are transforming the deal redemption experience, starting December 12.”

Says Pete Bosilkovski, CEO of It’s Friday: “It’s refreshing to work with a company that isn’t afraid to be authentic and lead by example. Having the ‘big cheese’ apologise nationally about the sheer number of deals is massive. Says a lot about this company.”

The national apology campaign is rolling out across TV, press, digital and social, from today Monday 5th December.

Client – Domino’s
Creative Agency – Its Friday
Media Agency – Wavemaker
Production Company: Traffic Film
Director: Ken Kimura
Producer: Jill McMahon