Domino's Pizza has launched a new TV campaign encouraging guests to "think outside the pizza box" and try something new for 2013.

The company is temporarily expanding its $5.99 value menu to include penne pastas in a dish, stuffed cheesy breads, eight-piece chicken varieties and oven-baked sandwiches, and is encouraging customers to try something they haven't ordered before.

The $5.99 value meal deal was introduced as two medium, two-topping pizzas.

"Our customers have loved being able to enjoy their favorite two-topping pizzas for $5.99, and now they can try pastas, chicken, stuffed cheesy bread and sandwiches for the same value," said Russell Weiner, Domino's Pizza chief marketing officer. "It can be scary to try something new, so we're encouraging our customers to be a little bit more daring this New Year, and in exchange we'll face fears of our own."

In the TV campaign that begins today, a real Domino's employee offers to face his fear — heights. In exchange for customers going outside their comfort zone, the employee is thrown into the air in a sling-shot amusement park ride, showcasing how far Domino's is willing go to convince its customers to try something different.

"Over 80 percent of the items on our menu are new since 2008, so we're not just a pizza company anymore," Weiner added. "We're making it so Domino's can deliver variety at a great price to our customers' next sports viewing party, or when the winter nights get too cold to go out with the family."

Read more about marketing and promotions.

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