March 2023 saw the official opening of the new Domino’s store opening in Maynooth, which would mark Domino’s 59th store to open in the Republic of Ireland.
Harris PR was tasked with creating an impactful consumer launch moment for the new store which would demonstrate cultural relevance, create talkability and social buzz, and drive consideration to purchase amongst pizza fans in the busy University town.
We identified an opportunity to leverage the Maynooth NSO as a key moment on the national media stage through a creative stunt designed to generate talkability and excitement amongst Domino’s fans far and wide.
Maynooth is home to actor Paul Mescal who was on the tip of the nation’s tongue. So we created GAA-inspired ‘short shorts’, a style famously favoured by Paul, complete with the Domino’s tile logo and hosted a fashion inspired shoot working with a leading Irish fashion photographer to launch the ‘Domino’s spring summer uniform’.
A limited-edition collection of ‘short shorts’ were produced for gifting to media and influencers to highlight the story across social. We developed a detailed press release announcing the new store and the launch of the short shorts, accompanied by the photocall imagery. Pizza gifting to influential contacts also helped land coverage and put the new store on the map.
The campaign caught attention generating 30 pieces of earned media coverage containing all key messages, with 100% positive sentiment and total potential reach of 2.6 million.
It also resonated positively on social media, with 4.2 million reach and buzz extending to high profile US influencer Evan Ross Katz.
Crucially the launch was a commercial success – order count in the Maynooth store increased by 10% during the week of PR launch activity.
