News

Domino's Pizza UK & IRL to launch ad campaign with The Simpsons

February 9, 2006

LONDON — Domino's PizzaUK & IRL is set to launch a two-year licensing deal with the TV show, The Simpsons, which includes a heavyweight advertising campaign featuring the animated characters from the United Kingdom's most popular TV family.

According to a news release, the 30-second ads will air beginning Feb. 13 and run a total of five weeks on select channels.

The creative has been developed by The Simpsons production team, Gracie Films, and scripted by John Fink, one of the show's writers. Featuring the well-known voices of Homer (Dan Castellaneta) and Marge (Julie Kavner), viewers will see the Simpsons in a familiar mealtime scene, with Homer in pursuit of a slice of his favorite pizza, while Marge and the rest of the family tuck in. The ad will support Domino's new Ay Carumba Fajita pizza, a Mexican-style pizza on a thin crust with toppings of spicy chicken, cheese, fresh green peppers, onions and tomatoes.

"We're very excited about both the deal and the ad campaign, both of which are a natural extension of Domino's existing association with The Simpsons," said Robin Auld, marketing manager for 407-unit Domino's Pizza UK & IRL. "We share many of the same values of irreverence and fun, and the enhanced partnership will place Domino's front of mind for pizza lovers."

The new licensing deal between Twentieth Century Fox and Domino's allows Domino's to produce Simpsons-branded pizzas and side orders. It also includes joint-branded marketing activity including Simpsons characters on menus, packaging, direct mail, online platforms, local store marketing and PR.