New Domino’s is the official food of everything – bar creative

Domino’s has become the “official food of everything” in the first campaign from agency VCCP. Included in this are “Squads.”

And “Nights in with the family.”

You can see why the client liked “official food” although I’m sure VCCP wasn’t the first to go there. The campaign also includes placings on Tinder it seems, which no doubt makes Domino’s the official food of something else.

Strategy is one of VCCP’s acknowledged strengths but the creative?

It’s all rather, um, dull.

MAA creative scale: 4.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.