To celebrate the highly anticipated launch of its Parmesan Stuffed Crust, Domino’s Pizza Canada has partnered with creative agency LG2 for a dynamic social media campaign titled “Anticipated Deliveries.” The campaign focuses on organic posts, brand collaborations, and fan interactions across platforms like Instagram, Threads, and TikTok, embedding the new product into the broader cultural conversation.
Canadians have been eagerly awaiting Domino’s take on stuffed crust pizza, and the brand is capitalizing on this excitement by engaging its audience in a conversation about other long-awaited releases. The campaign encourages fans to share what they’ve been most anticipating, whether it’s a new video game, album, or book. As part of the campaign, Domino’s boldly called out Rockstar Games to release the highly anticipated Grand Theft Auto 6, a title that has become an ongoing meme within gaming communities.
The challenge sparked an overwhelming response, with coverage in major outlets like Worldstar and Complex, and a staggering reach of over 340 million in just one week. Gaming fans, including popular Twitch streamers like Ross Hudgins (MrBossFTW), have joined the conversation, with many even urging Rockstar to collaborate with Domino’s for in-game Easter eggs. The campaign has garnered widespread engagement, and Domino’s promises more brand challenges to follow based on fan feedback.
Ken Harrison, Chief Commercial Officer at Domino’s Pizza Canada, expressed excitement about the launch: “One of the most common questions we’ve heard over the years is, ‘When will you launch stuffed crust?’ We’re proud to announce that our first-ever stuffed crust pizza is here, and we’re confident that it’ll be every Canadian’s new favorite.”
Josh Stein, Chief Creative Officer at LG2, added, “For pizza lovers, Domino’s stuffed crust was a highly anticipated release. So, knowing there are a ton of other highly anticipated releases out there, we decided to use this moment to have some fun and see what other long overdue projects we could help deliver.”
Darby Clarke, Senior Copywriter at LG2, explained how the campaign’s success was driven by social media engagement: “This campaign lives entirely on social media, so we knew engaging with our audience would be essential. By closely collaborating with Domino’s, we were able to manage the brand’s social accounts in real time, ensuring that the campaign voice remained consistent across all platforms.”
Domino’s innovative approach underscores the power of social media in creating buzz around product launches while building community engagement. With the Parmesan Stuffed Crust now available, the brand continues to challenge cultural norms by delivering on fan expectations and leveraging pop culture moments.
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