The campaign, which breaks later in the summer, will focus on Domino's sponsorship of The Simpsons on Sky One and aims to promote its telephone ordering service. Sonicbrand will work alongside Domino's in-house creative team and roster of agencies.
Domino's sales and marketing director Chris Moore said: "We are seeking to capture the spirit of our company and product. We deliver hot, fun, exciting food to our customers and so our music should reflect this.
As a result, Sonicbrand is developing salsa-based theme tunes rather than the classical italian music used by more traditional players in the market.
Domino's competes head to head with Pizza Hut. However, according to co-founder of Sonicbrand Dan Jackson: "Domino's needs to use media more cleverly than Pizza Hut and build brand experience through media because, as a home delivery service, it does not have restaurants to do this in."
Domino's was the first pizza brand to use interactive television to market its products and is renowned for its new product development such as the recent launch of a Lara Croft-branded pizza.
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