To celebrate the launch of its bold new brand platform, Drop Everything* It’s Domino’s™, the return of its iconic 16-inch New Yorker pizza range and exciting new partnerships with Coca-Cola and Nutella, Domino’s Australia embarked on a major brand transformation designed to bring a fresh attitude, personality and craveability to the brand.
Working alongside Domino’s and creative agency Bureau of Everything, SPEAK Communications developed and delivered an integrated PR and activations campaign designed to generate national awareness, drive product trial and create cultural conversation. The campaign combined national media relations, creator engagement, product seeding and two major experiential activations to bring the energy, attitude and culture of New York City to Australian audiences.
A key component of the campaign was the NYC Taxi Takeover, which saw SPEAK together with XO Group transform an iconic yellow New York-style cab into a branded Domino’s New Yorker delivery vehicle, complete with custom decals and a rooftop pizza topper. Joined by a Timothée Chalamet lookalike, the taxi took to the streets of Sydney, delivering supersized New Yorker pizzas to media, radio personalities and creators. Travelling through some of Sydney’s most recognisable locations, the activation brought a slice of NYC Down Under while creating unexpected content opportunities and social conversation around the campaign.
Building on this momentum, SPEAK, together with Fleur & Co delivered the Domino’s New Yorker Block Party at Room 22 in Potts Point, transforming the venue into a celebration of New York street culture. Presented in partnership with Coca-Cola and Foot Locker, the free public event brought together media, creators, VIPs and pizza lovers for an evening of live DJs, sneaker giveaways, merchandise drops, New York-inspired photo moments and plenty of giant, foldable pizza slices. The activation brought together food, music, fashion and entertainment, creating an immersive experience that took the New Yorker beyond the pizza box and into culture.
Beyond the New Yorker campaign, SPEAK also supported the announcement of Domino’s new partnerships with two globally recognised brands, Coca-Cola and Nutella. The return of Coca-Cola to Domino’s Australian menu marked a significant milestone for the business, while the introduction of a new dessert range featuring Nutella brought even more indulgence to the menu. SPEAK amplified both partnerships through targeted media outreach, product seeding and creator engagement, generating conversation across food, lifestyle, consumer and trade media.
Alongside the experiential activations and partnership announcements, SPEAK managed a national earned media campaign spanning consumer, lifestyle, food, business and marketing trade publications. This included developing and distributing press materials, coordinating executive interviews, facilitating product tastings and managing targeted media and creator seeding. The communications strategy was designed to tell the broader story of Domino’s brand transformation while ensuring each product launch and partnership had its own opportunity to shine.
From a yellow NYC taxi cruising the streets of Sydney to a New York-inspired Block Party, the return of Coca-Cola and the launch of indulgent Nutella desserts, SPEAK helped bring Domino’s Drop Everything* It’s Domino’s™ platform to life through creative activations, strategic storytelling and experiences that got Australians talking, sharing and craving a slice.
