Bureau of Everything goes big for Domino’s New Yorker return

Domino’s Australia has launched a national advertising campaign celebrating the return of its 16-inch New Yorker range, led by a TVC starring a pizza-obsessed New York firefighter.

Created by Bureau of Everything, the “Behold the Fold” campaign is rolling out across television, out-of-home, digital and social. It centres on the oversized slices and New York tradition of folding pizza before eating it.

The TVC follows a firefighter bursting through a door with the urgency of someone responding to an emergency. Instead, he is racing home to his family and a box of Domino’s New Yorker pizza.

The creative builds on the pizza chain’s recently launched “Drop Everything* It’s Domino’s™” brand platform, based on the idea that everything else can wait once the pizza arrives.

‘Those huge, foldable slices’

Domino’s Australia and New Zealand chief marketing officer Dewald Du Plooy said the campaign matched the scale of the returning product.

“The New Yorker has always been a larger-than-life pizza, so we wanted the creative around its return to feel just as big,” Du Plooy said.

“The idea plays with that feeling of dropping whatever you’re doing when the pizza arrives. In this case, even a New York firefighter has somewhere more important to be when there’s a 16-inch New Yorker waiting at home.”

“It’s fun, it’s unmistakably New York and, most importantly, it puts the food and those huge, foldable slices right at the centre of the story.”

The New Yorker is made in-store with fresh, hand-stretched dough and comes in five varieties: The Big Cheese, Pepperoni Boss, Hot Honey Pepperoni Boss, Little Italy and Bacon Kingpin.

Campaign moves onto Sydney streets

The launch extends beyond traditional advertising, with Domino’s transforming a yellow New York-style taxi with custom decals and a branded topper. The cab travelled through Sydney, serving the New Yorker range at several locations.

Domino’s will continue the activation with a New York-inspired block party at Room 22 in Potts Point on Thursday, 24 September.

The free public event will feature DJs, sneaker drops, giveaways, photo installations and New Yorker pizzas. Coca-Cola and Foot Locker have also joined the activation.

Domino’s Australia and New Zealand head of brand and campaigns Teneille Papp said the work was designed to move across screens, streets and live experiences.

“With the New Yorker, we wanted to create the kind of food creative that’s so visceral it makes you want to lick the screen. Those giant, foldable slices are the hero, and ‘Behold the Fold’ gives us a simple, unmistakably New York way to bring that to life,” Papp said.

“But we’re taking that idea well beyond the screen – from a New York cab on the streets of Sydney to a New York-inspired Block Party. It’s about making the New Yorker feel as big in culture as it is in the box.”

Good Oil and Tasty Pictures produced the campaign, with Wavemaker handling media. SPEAK Communications led PR and activations, while XO Media Group produced the New York taxi.

The Domino’s New Yorker range is available nationwide for a limited time.

Credits

• Client: Domino’s
• Agency: Bureau of Everything
• Production: Good Oil and Tasty Pictures
• Media: Wavemaker
• PR and activations: SPEAK Communications
• NYC cab production: XO Media Group