Domino’s Pizza Group, the UK’s leading pizza brand, has been awarded one of the advertising industry’s top accolades at the prestigious IPA Effectiveness Awards 2022. The widely recognised advertising campaign, ‘The hills are alive with the sound of pizza’, won a Bronze prize for driving awareness of the brand and boosting market share in the aftermath of COVID-19.
In 2021, as the nation began to recover from the turbulent years of the pandemic, Domino’s knew it had a role to play in bringing families and friends back together. The brand needed a campaign that would boost awareness, galvanise participation, and activate demand as social gatherings up and down the country resumed and COVID-19 restrictions were relaxed.
In partnership with the advertising agency, VCCP, Domino’s created an advertising strategy which led with a singular, but distinctive, piece of audio – a yodel. This memorable piece of audio was used as a rallying cry to bring people together again to socialise over a Domino’s pizza.
The Yodelling campaign, which appeared across TV, digital, outdoor and via influencer channels, achieved cut through with Domino’s target audiences. Consequently, messaging was widely recalled by consumers and overall brand metrics for Domino’s improved. Most importantly, Domino’s saw a boost in sales with 2.7 million more orders, demonstrating the effectiveness of the campaign.
On winning the award, Sarah Barron, Chief Marketing Officer of Domino’s Pizza Group, commented: "We are absolutely delighted to have received one of the marketing industry’s most respected awards. This is not just a creative tribute but, more importantly, recognises the actual commercial impact we achieved for the business. The Yodel campaign really captured the imagination of customers and had a significant impact on supercharging our business, with market share returning to growth and order count increasing ahead of expectations.”
Acknowledged as the world’s most rigorous and prestigious Awards scheme, the IPA Effectiveness Awards require winners to demonstrate the value created by their marketing and communications activity. In total, eight Gold, seven Silver and 13 Bronze prizes, along with 10 Special Prizes, were awarded to companies from the UK, USA, Australia, Canada and Chile across Not-for-profit and Global, Regional and Single Market categories.