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The agency won the business after pitching against Flint, the creative division of the media independent Booth Lockett Makin.

The appointment signals a move beyond the company's sponsorship of Sky One's The Simpsons, which has been the focus of its UK communications strategy for the past eight years. Team Saatchi is developing a standalone UK campaign. The first ad will air in the spring and the second in the autumn.

Robin Auld, the Domino's marketing director, said: "We are delighted to appoint Team Saatchi to work with us. This is an exciting time for the Domino's brand and we feel that Team Saatchi's ideas can help take us to another level."

BLM handles Domino's media business. Team Saatchi has previously worked on adapting Domino's global advertising for the UK market.

Sophie Hooper, the Team Saatchi managing director, said: "Domino's is an innovative and dynamic company with incredible brand equity and ambition. We are thrilled that our creative ideas were chosen."

Earlier this month, Domino's signed a two-year sponsorship deal with 20th Century Fox, allowing it to run ads and create branded products based on The Simpsons.

Domino's advertising and new product development is funded centrally by all its delivery franchisees.