Domino’s serenades jobseekers with football chants

Domino’s Pizza has rolled out an ad campaign aimed at recruiting 10,000 workers to keep up with expected demand for orders during the World Cup and over the festive period.

“Pitch perfect” was created by Havas integrated agency One Green Bean, which specialises in earned-media-led work.

It is driven by a 60-second online ad, also called “Pitch perfect”, which shows Domino’s staff chanting about their jobs in tunes popularised by football crowds.

The ad was devised by creative Toby Rutherford, creative director Daniel Roberts and global ECD Kat Thomas. The video was produced by Sticker Productions and directed by Tom Clover.

It ends with a cameo by England footballer Lucy Bronze, who worked in Domino's Headingley store when she was younger, giving the campaign a sizeable PR asset.

The media buying is being handled by Domino’s internal paid media team and the brand is expecting to achieve about 75 million impressions for the campaign between now and December.

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.

“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.”

Thomas, who is also the founder of One Green Bean, said: “We had a lot of fun developing creative with maximum fan appeal.”

Domino’s consumer advertising, which has recently featured people yodelling the brand name, is handled by VCCP.