A September recruitment campaign from Domino’s UK titled ‘Pitch Perfect’ puts a new twist on classic football chants and includes a surprise appearance from former Domino’s employee and UEFA Euro 2022 winner and England Lioness Lucy Bronze.
Created in harness with creative communications agency One Green Bean, the integrated campaign sets out to bring brand and restaurant culture to life as it seeks to hire more than 10,000 new members of staff across a range of roles in the UK and Ireland.
‘Pitch Perfect: We’re Hiring’ tolled out from 20 September across digital, social and PR platforms and featured pizza-related twists on classic football chants.
Launched in the celebratory aftermath of the England Lionesses triumph in UEFA’s Women’s Euro 2022 and ahead of the 2022 FIFA Men’s World Cup falling before the traditionally busy festive period, Domino’s estimates a jaw dropping 10 million pizzas will be ordered during this peak period and thus the company requires additional delivery drivers, in-store staff and pizza makers to join its winning squad.
The recruitment campaign includes a hero, 60-second spot running across online digital and Domino’s social channels, supported by 15- and 10-second cut downs across paid social with digital banner ad placements featuring chants from the hero advertisement will come to life through animated typography which will also be mirrored on social with synced voiceovers.
Want to be part of a winning squad this season?
We’re hiring for drivers , riders and in-store roles
No experience needed. Nationwide roles available. Apply now – https://t.co/nyFHOoML5z pic.twitter.com/Fm9tn8ckk8
— Domino's Pizza UK (@Dominos_UK) September 20, 2022
All the content within the ‘We’re Hiring’ campaign encouraged viewers to apply to join a winning squad at www.dominosrecruitment.co.uk
The creative is fun and upbeat and aims to appeal to a wide range of potential applicants and Domino’s estimated the campaign would achieve more than 75m impressions between September and December.
To further spread recruitment drive awareness, Domino’s worked with the company’s own homegrown hero and Euro-winning Lioness Lucy Bronze; who once worked at the Headingley (Leeds) store whilst studying for university and training for her football career.
Bronze acts as an example of how a part-time role at Domino’s can be suited to work around all aspects of life.
“I loved working at Domino’s. It was an incredible experience, and I still look back on my time there very fondly,” said Lucy Bronze. “We were like a family, always having a laugh together as a team and while I learned a lot, I also made some fantastic memories. I’d recommend applying to work at Domino’s if you’re looking for a flexible role that can work around your daily life and want to have some fun along the way!”
Domino’s Pizza Group UK Chief Marketing Officer Sarah Barron commented: “We have two epic moments coming up with the international football taking us straight into our festive peak, and we estimate our stores will make around 10 million pizzas. Recruitment is a challenge for many businesses at the moment, especially in the hospitality industry. We’re lucky enough to have a consumer brand that people already know and love, and we wanted to use the power of our brand to appeal to people who may also consider a job with Domino’s – announcing that we’re hiring for new roles in a fresh, creative way. Our employees make Domino’s what it is, and it’s that personality and culture we wanted to portray through this new creative whilst playing into the football fandom that will be sweeping the nation faster than our drivers deliver – and that’s fast.”
One Green Bean Founder and Global Executive Creative Director Kat Thomas added: “When we got an offside pass to help Domino’s recruit a match fit squad, we knew it was a brief we wanted to tackle – we had a lot of fun developing creative with maximum fan appeal. We’re looking forward to seeing this multi-channel campaign deliver back-of-the-net results for the Domino’s team, as the business gears up for a busy end of season.”
Comment
This is a topical, fresh and energetic campaign which includes an element of athlete ambassador authenticity.
The recruitment drive campaign comes with many UK workers seeking additional employment opportunities to help boost their income as the cost-of-living increases.
Indeed, a recent poll carried out by Domino’s during the planning process found that more than a quarter (28%) of adults are considering taking on a second job to support their finances. The key factors they are looking for are flexible hours which work around their existing job (44%) and private/family life (35%), with a quarter citing a reliable income key (26%).
Leave a comment
You must be logged in to post a comment.