Description
The Domino's RIP campaign reversed declining sales through strategic humor and cultural insights. Facing falling sales and the global "pineapple on pizza" controversy, the brand announced Hawaiian pizza's RIP and combined it with Taiwanese funeral culture to plan a memorial service that triggered emotional resonance. The challenge was how to transform nostalgic emotions into action. Through creative participation from influencers and internet users, the campaign quickly expanded into a national phenomenon. Finally, with the “Relaunch IP” featuring local pineapples, it successfully reversed sales trends and won back consumer love.
This professional campaign titled 'From Rest In Pizza to Relaunch IP' was published in Taiwan in March, 2024. It was created for the brand: Domino’s, by ad agency: Havas. This Digital, Integrated, and Static Images media campaign is related to the Food industry and contains 1 media asset. It was submitted 10 months ago.
Credits
Advertising Agency: Havas Taiwan
Chief Creative Officer: Fish Chen
Vice President: Daphne Yu
Senior Account Manager: Chara Chang
Account Executive: Sophie Chang
Creative Director: Sharon Lin
Associate Creative Director: Nipei Chen
Senior Copywriter: Sandra Tsai
Art Director: Sin Gu
