Domino’s UK is the official eviction night partner for Big Brother, a reality television series that runs on Channel Five in England.

The merchandising arrangement between Domino’s and Coca-Cola begins this week with the first eviction of a celebrity contestant from the Big Brother house. Domino’s will give customers a free liter of Coke or Diet Coke when they buy a large Domino’s Stuffed Crust pizza on eviction nights.

The campaign will run across the Northern + Shell portfolio on TV and online including the Big Brother website, mobile app and Facebook page.

“The evictions will provide another great opportunity for us to reach our core target audience in their homes at a key ordering time,” said Simon Wallis, sales and marketing director for Domino’s. “When it comes to a great night in front of the TV and waiting to see who the latest evictee will be, what more could you want than a piping hot Domino’s and a Coke?”

Read more about Branding.

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