The campaign kicked off with a TV campaign last month, and will be followed up by a national direct mail campaign beginning in June.
The creative for both the above-the-line and below-the-line work centres around a new character, Psychic Duck, who tries to predict when, and for what reasons, people order a pizza. According to Chris Moore, Domino's sales and marketing director, this insight will be crucial to how the Domino's Pizza brand develops.
"Our problem is predicting whether people order for specific occasions or just because it's convenient," he said.
The direct mail will feature a range of different offers and reasons to buy, with data on these redemptions building a clearer picture of consumer habits.
In one of the creatives Psychic Duck forecasts that normal families up and down the country will often argue and "every now and again will order a Domino's Pizza", during which time no one will argue at all.
Pyschic Duck is the product of nearly six months of research. "We wanted to get away from producing the usual picture of a pizza with free cola offer," said Moore. "This should have much better cut-through."
Vertis is handling all the mailing and data warehousing after winning the business in a three-way pitch. The agency is also in talks with Domino's Pizza about trialling SMS as a communication channel.
The direct marketing will use both door-drops and addressed mail to houses in each of Domino's Pizza's delivery districts.
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