Domino’s ask where’s the (stuffed crust) pizza?

Introducing Domino’s new Parmesan Stuffed Crust Pizza! Yes, the pizza leader is the last to do it but trust us it’s worth the wait.

If you’re thinking “But I thought Domino’s had stuffed crust pizza?” you’re not alone. Through research, Domino's uncovered that 73% of consumers thought the brand already had stuffed crust in the U.S. This insight became the inspiration for the integrated campaign, created by AOR WorkInProgress, and includes:

Directed by Hey Wonderful’s Sam Cadman, the creative features real people who believed they had tried the pizza from Domino’s before, discovering that this is Domino's first-ever stuffed crust pizza. The work launches on March 10 and builds on Domino's history of using real customer insights (and customers) in its advertising.

“I’ve exposed many different real-people to lots of different unexpected things, but this brilliant idea from the WIP team was by far the most hilarious head-ruse ever,” said Hey Wonderful director Sam Cadman. “The Mandela effect, collective false memory, reality shift illusion - call it what you want, this is real! Before we started filming, I had to convince the entire crew that no one had ever had a stuffed crust from Domino’s before, even though most were insistent they had - it almost caused a mutiny!

“The stark simplicity of this fact was very much the tone for the shoot; a stark, clean, test-kitchen environment, where real, unsuspecting, pizza lovers were invited in to try what they thought they had already had versus what Domino’s were about to launch. However, the baffled and stupefied reactions were priceless, watching each pizza-lover stare into the empty Domino’s box as if staring into the deepest recesses of their brain was truly a hilarious experience.

Seriously, this kind of creativity is what we do it for!”