Domino’s Puts a Tasty Twist on Classic Football Chants in Biggest Ever Recruitment Drive Campaign

Domino’s UK is hiring over 10,000 roles across the UK and Ireland as part of a fresh recruitment drive this September – marking the announcement through a new creative integrated campaign that brings the store culture to life.

Produced by creative communications agency, One Green Bean, the fresh and energetic 'Pitch Perfect' campaign goes live today across PR, digital and social platforms, featuring pizza-related twists on classic football chants.

Launching as Domino’s prepares for a busy winter period where the first winter international football championship will be quickly followed up with a busy festive period. Domino’s estimates a staggering 10 million pizzas will be made during this peak period and is calling upon budding delivery drivers, in-store staff and pizza makers to join its winning squad.

The recruitment campaign includes a hero 60s which will run across online digital and Domino’s social channels, with 15s and 10s cut downs running across paid social. Digital banner ad placements featuring chants from the hero advertisement will come to life through animated typography – which will also be mirrored on social with synced voiceovers. Estimating over 75m impressions across the whole campaign (Sept-Dec), these fun and upbeat ads aim to appeal to a wide range of potential applicants. 

The recruitment drive comes as many workers are looking at additional employment opportunities, to help boost their income as the cost-of-living increases in the UK. A recent poll carried out by Domino’s found over a quarter (28%) of adults are considering taking on a second job to support their finances. The key factors they are looking for are flexible hours which work around their existing job (44%) and private/family life (35%), with a quarter citing a reliable income key (26%). 

To help spread the word of their recruitment drive, Domino’s worked with their own homegrown hero and Euro-winning Lioness, Lucy Bronze, who previously worked at the Headingley Leeds store. Having worked at Domino’s whilst studying for university and also training for her football career, Lucy provides a perfect example of how a part-time role at Domino’s can be suited to work around your life. 

Speaking of her time at Domino’s, Lucy Bronze said: “I loved working at Domino’s. It was an incredible experience, and I still look back on my time there very fondly. We were like a family, always having a laugh together as a team and while I learned a lot, I also made some fantastic memories. I’d recommend applying to work at Domino’s if you’re looking for a flexible role that can work around your daily life and want to have some fun along the way!” 

Sarah Barron, chief marketing officer at Domino’s Pizza Group UK said: “We have two epic moments coming up with the international football taking us straight into our festive peak, and we estimate our stores will make around 10 million pizzas. Recruitment is a challenge for many businesses at the moment, especially in the hospitality industry. 

"We’re lucky enough to have a consumer brand that people already know and love, and we wanted to use the power of our brand to appeal to people who may also consider a job with Domino’s – announcing that we’re hiring for new roles in a fresh, creative way.

"Our employees make Domino’s what it is, and it’s that personality and culture we wanted to portray through this new creative whilst playing into the football fandom that will be sweeping the nation faster than our drivers deliver – and that’s fast.”

Speaking on the creative concept, Kat Thomas, founder and Global Executive Creative Director at One Green Bean said: “When we got an offside pass to help Domino’s recruit a match fit squad, we knew it was a brief we wanted to tackle – we had a lot of fun developing creative with maximum fan appeal. We’re looking forward to seeing this multi-channel campaign deliver back-of-the-net results for the Domino’s team, as the business gears up for a busy end of season.”