The deal kicks off with a heavyweight ad campaign breaking on 13 February. Domino's marketing manager Robin Auld said the ad will be in the style of a '30-second episode of The Simpsons'; it was scripted and produced by the team that makes the programme.
As part of the deal, Domino's will produce Simpsons-branded pizzas and side orders, the first of which will be a spicy chicken Icurumba pizza.
Simpsons characters will also appear on menus, packaging, direct mail, online and in-store.
Last year consumer group Which? slated the use of popular children's characters including The Simpsons and Shrek to sell unhealthy foods.
However, Domino's said the ad, which features a family eating together, is not aimed at children. 'We take responsible marketing very seriously, and we have a multitude of fresh, healthy options and vegetables for toppings,' said Auld.
Domino's has sponsored The Simpsons on Sky One for eight years. Its rival Pizza Hut had a tie-up with the show on Channel 4, which ended last year after 12 months.
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