The campaign kicks off with a new promotion offering customers any pizza, any size for £9.99 in an attempt to drive up business, which traditionally drops off after its busiest time of the year, just before Christmas.
The campaign was paid for by the chain's national advertising fund, financed by Domino's franchisees, which contribute a percentage of their takings based on how much their sales increase.
The ads, which launched on January 4, appear on ITV, Channel 4, Channel 5 and some digital channels. They are being positioned around TV programmes including Saved by the Bell, Holby City, Friends, The Simpsons, Smack the Pony, Father Ted, Frasier, Futurama, Blind Date and Richard and Judy.
Media planning and buying was handled by Booth Lockett Martin, and its creative division, Flint, handled the creative work.
The news comes as Domino's released its full-year results with record sales of £98m, up from £76m last time, driven by its first terrestrial TV ad campaign and a redesign of a number of its stores.
Chief executive Steve Hemsley said: "A number of factors contributed to our success last year. Firstly, the highly effective terrestrial TV advertising campaign that ran throughout 2001 -- every time Domino's ran national terrestrial TV advertisements in the UK and Ireland, our sales increased.
"In turn, every time our sales increased, the size of our national TV advertising fund increases with it. This means we are in the excellent position whereby each TV campaign we run helps to support the next."
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