Domino’s pairs chicken with global dips

Domino’s UK & Ireland has unveiled Dip Into A World of Flavour, a campaign promoting its new chicken concept, CHICK ’N’ DIP. Created by agency of record VCCP, the campaign highlights boneless bites, wings, tenders and nine globally inspired dips, now available alongside Domino’s core pizza offering.

The rollout covers nearly 1,400 stores across the UK, aiming to strengthen the brand’s versatility and deliver bold, quick meals.

The concept pairs chicken with internationally inspired dips, from Buffalo Hot to Katsu Curry, creating an immersive, flavour-led experience for customers at home. Each dip is represented by a playful character in two 30-second films, illustrating the unexpected energy and taste of CHICK ’N’ DIP.

Creative storytelling and production

Adam Jackson and Ted Price of VCCP led the creative for the films, which follow a couple’s night in disrupted by characters summoned by the dips: Mexican wrestlers for Mexicana Mayo, a ghostly organist for Ghost Chilli Dip, a somersaulting samurai cat for Katsu Curry, and a charging buffalo for Buffalo Hot Dip.

The films were produced by ProdCo in collaboration with VCCP’s Girl&Bear studio and Domino’s in-house Big Dip Studios, which developed the CHICK ’N’ DIP brand identity inspired by global travel and street-food culture.

Harry Dromey, Marketing Director, Domino’s UK & Ireland: "The Domino’s name brings a huge amount of fame, credibility and love. Launching CHICK ’N’ DIP with its own distinct identity increases visibility and relevance for Domino’s in one of the fastest-growing food categories. No longer will families be torn apart or marriages end by arguments over whether to order chicken or pizza. You can have both, delivered in 25 minutes."

David Masterman, Executive Creative Director, VCCP: "CHICK ‘N’ DIP. Flavours bold enough to summon Mexican wrestlers, samurais and the occasional charging buffalo. All the drama of a world tour, delivered in the 25 minutes you expect from a Domino’s."

The campaign, which will run across TV, radio and out-of-home, marks the latest work by VCCP, Domino’s creative agency of record for nine years, responsible for the iconic DOMINO-OH-HOO-HOO identity. Media planning and buying is managed by Havas.

www.dominos.co.uk

Follow Marketing Report on LinkedIn