Domino’s Pizza Group Ltd: DOMINO’S LAUNCHES DIGITAL CAMPAIGN FOR REGGAE REGGAE PIZZA

Domino’s, the pizza delivery expert, has launched a digital campaign to promote its new Reggae Reggae pizza, which is made with Levi Roots’ famous sauce. The campaign kicks off with an exclusive preview for Facebook fans. 

This week [w/c April 4, 2011], fans of Domino’s UK Facebook page will be able to order a large Reggae Reggae pizza at a promotional price of £9.99 and try the pizza seven days before it goes on general sale. To grab the offer, fans just need to log on to Facebook and click through to Domino’s ordering site –www.dominos.co.uk – where the new pizza will automatically be added to their checkout basket.

Following the Facebook preview, Domino’s will also run in game advertising, pre-rolls and QR codes to encourage online users to bring out their Reggae Reggae side and drive online sales.

Simon Wallis, sales and marketing director at Domino’s Pizza, said: “We’re delighted to offer the new Reggae Reggae pizza as an exclusive for our Facebook fans. Online sales are up 62.9% for the first quarter of this year and our number of fans continues to grow steadily – currently over 165,000. As part of our online innovation and commitment to engaging with fans, we wanted to reward them with this special sneak preview. The Reggae Reggae activity will be bolstered by in game advertising, pre-rolls and QR codes to create a buzz around the new pizza and inject a real flavour of the Caribbean.”

The Reggae Reggae pizza features the famous Levi Roots’ original Reggae Reggae sauce smothered over Domino’s fresh dough base and topped with roast chicken, tomatoes, green peppers, pineapple and 100% mozzarella cheese. A vegetarian version of the pizza is available with sweetcorn and it can also be purchased as an oven-baked sub.

Find Domino’s on Facebook at www.facebook.com/DominosPizza. To grab a slice of the action, go online at www.dominos.co.uk or visit your local store.

-ENDS-

Notes to Editors:
The Facebook pizza preview launches week commencing April 4, 2011 for Domino’s UK fans. A similar offer will also run in Ireland, offering Domino’s Irish Facebook fans the opportunity to buy a Reggae Reggae pizza for €11.99 on the weekend of 9th – 10th April.

The Reggae Reggae pizza will be available on general sale in all stores from April 11, 2011.

Domino’s Pizza UK & IRL plc is the leading player in the fast-growing pizza delivery market and holds the exclusive master franchise to own, operate and franchise Domino’s Pizza stores in the UK and the Republic of Ireland. The first UK store opened in Luton in 1985 and the first Irish store opened in 1991.

As at 27 March 2011, there were 672 stores in the UK and the Republic of Ireland. Of these, 530 stores are in England, 47 are in Scotland, 27 are in Wales, 18 are in Northern Ireland, one is on the Isle of Man, 48 are in the Republic of Ireland and one is a mobile unit.

Founded in 1960, Domino’s Pizza is one of the world’s leading pizza delivery brands. Through its primarily franchised system, Domino’s Pizza operates a global network of more than 9,350 Domino’s Pizza stores in over 65 countries. Domino’s Pizza has a singular focus – the home delivery of pizza, freshly made to order with high quality ingredients.

Customers in the UK can order online at www.dominos.co.uk and customers in the Republic of Ireland can order online at www.dominos.ie. In addition, iPhone customers can order by downloading the free Domino’s app.

For more information, please contact:
The Domino’s Pizza Press Office
Domino’s Pizza Group Ltd
Tel: 01908 580654
E: pr@dominos.co.uk