Domino’s partners with MLA to bring Aussie lamb to the people in new campaign via Elevencom


In a mouth-watering partnership with Meat & Livestock Australia (MLA) and the legendary Sam Kekovich, Domino’s has this week launched its premium Aussie lamb range delivering a taste of Australia straight from its stores to people’s doors.


The launch is supported by a major new marketing campaign developed by Domino’s creative agency Elevencom in collaboration with media agency Wavemaker.

The campaign highlights how Domino’s is making delicious slow-cooked Aussie lamb quick and easy for all Australians.

Domino’s ANZ chief marketing officer Allan Collins said the new Lamb range is the perfect opportunity to emphasise our passion for bringing generations together through food: “At Domino’s, our purpose is to bring people closer, and our new Aussie lamb range does just that – paying homage to the succulent, rich flavour of slow cooked lamb, paired with the Domino’s toppings you know and love like stretchy mozzarella, freshly diced tomato and crispy bacon.

“Teaming up with MLA feels like a natural fit, as we both believe in making iconic Aussie classics accessible to all generations – from Zoomers to Boomers and even Generation X, who often feel forgotten.

“In the wise words of Sam Kekovich: ‘put down your Poke Bowls Australia and pick up a pizza. It’s lamb for all!’”

The menu boasts two new pizzas: Greek Lamb Tzatziki, Lamb Meatlovers, in addition to a Greek Lamb Tzatziki Meltzz, Slow Cooked Lamb pasta and moreish Cheese ‘n’ Mite scrolls, available exclusively in Australia.

The campaign has launched nationally.

Client: Domino’s Pizza Enterprises
Allan Collins, Chief Marketing Officer, ANZ
Kent Madders, Marketing Director, ANZ
Teneille Rudd, Head of Brand & Campaigns, ANZ
Gisele Mulholland, Brand Manager, ANZ
Emma Curro, Assistant Brand Manager, ANZ
Kesh Gohill, Head of Content & Social, ANZ
Peter Walmsley, Head of Production, ANZ
Emma Campey, Marketing Services Director, ANZ
Joe Curtis, Digital Media Optimisation Manager, APAC

Creative Agency: Elevencom
Ryan Fallowfield, Director Creative & Branding
Jono McCauley, Director Creative Strategy
Christopher Johnson, Creative Director
Amy Sibraa, Senior Art Director
Tim Arrowsmith, Senior Writer
Feli Vila-Sanchez, Senior Account Director
John McLachlan, Director Operations

Media: Wavemaker
Tim Harper-Russell, Client Partner
Emily Johnston, Marketplace Director
Jane Sullivan, Managing Director

Production: Taxi Film Production
Jonathan Nyquist, Live Action Director
Ronald Koetzier, Food Director
Mark Bishop, Senior Producer

Post Production: Alt VFX
Ant Newton, Post Production Supervisor
Celeste Fairlie, Senior Producer

Sound: Sounds Like Butter
Stevie-leigh Batiste, Sound Designer