Noida, 14.02.2023: Domino’s Pizza, India’s largest pizza chain plays cupid this Valentine’s Day. The brand has announced the launch of its first-ever heart-shaped pizza.
Gen Z and millennials are often known to express their love through food, and the brand has found the perfect way for the customers to celebrate their loved ones with the launch of the heart-shaped pizza. The brand, known for making moments of togetherness filled with love, laughter, and deliciousness, aims to capture the hearts of its young consumers with this occasion-led offering.
The limited-edition product launch is supported by a special social media campaign, ahead of Valentine’s Day for people who are determined to make no commitments. It is an illustration of how dating has changed to be more fluid. The campaign #SayItWithAPizza showcases this aspect of the dating arena including all the confusion and gushing that comes along with it.
In a three-part Instagram reel series highlighting the protagonists’ experience of ‘situationship’, the brand speaks to millennials and Gen Z in a language, attitude and format that resonates with them. In order to create an immersive experience for the audience and lead them to root for the couple, the campaign created Instagram accounts for the characters. In the campaign, Domino’s acts as the catalyst to elevate a romantic relationship between two people over the course of their pizza orders and culminate into an expression of commitment.
Speaking of the campaign and the launch of the heart-shaped pizza, Sandeep Anand, EVP and Chief Marketing Officer, Domino’s Pizza India, says, “We have always positioned Domino’s as the perfect companion for special moments and creating an experience for those who share a pizza, whether it be family, friends or more. It celebrates relationships – whether they are labelled or not. For those who aren’t sure, valentine’s is the perfect time to #SayItWithAPizza. The campaign has taken a unique spin on a story relatable to all the younglings out there in a situationship”.
The all-new limited edition heart shaped pizza is available to order in two variants: Veg Tomato Pizza and Chicken Pepperoni Pizza
in regular size and can be ordered at Domino’s restaurants as well as online via the Domino’s app. It will be available for a limited period between 12th February and 14th February 2023 in top metropolitan cities, viz., Delhi NCR, Mumbai, Bangalore, Chennai, and Kolkata.