Domino’s has introduced a new value-centric campaign titled ‘Who Likes Pizza?’ aimed at highlighting the comparative worth of its pizza offerings within the quick-service restaurant (QSR) sector. Developed in collaboration with agency partner WorkInProgress, the campaign presents a visual comparison between Domino’s pizzas and similarly priced fast-food cheeseburgers. The creative concept includes slicing burgers into exaggeratedly small portions to illustrate differences in perceived value, targeting consumers who continue to associate traditional fast-food chains with superior affordability.

The campaign includes “two 30-second television spots that depict real people—children at a bounce park and football players during practice—engaging with the concept in relatable, everyday scenarios.” Additionally, a 15-second product-focused advertisement supports the message by spotlighting Domino’s offerings more directly.

Media placements for the campaign span television, linear channels, social media platforms, and digital outlets, reinforcing Domino’s positioning within the competitive QSR landscape and emphasizing its commitment to delivering value.

Image Credit: Domino’s Pizza