Dip Into A World Of Flavour

Client: Domino's

At the start of 2025, Domino’s had uncovered a human truth and new superpower, in the form of chicken. Despite lacking credibility in this established category, the ambition was to launch a new sub-brand and become the UK’s largest direct chicken delivery brand. This ambitious goal necessitated a seamless collaboration between Domino’s Big Dip Studio, Havas Media, and VCCP.

The strategy, "Dip into a world of flavour" leveraged Domino's existing strength in dips, reimagining them as an entry point for a new chicken offering. Havas Media's growth driver analysis pinpointed "crowd pleasing" as a key metric, directing the media strategy towards high-impact, shared viewing moments. VCCP developed a cinematic creative platform, personifying each dip's unique flavour with engaging characters to build distinct brand fame. The launch of CHICK 'N' DIP by Domino’s featured bespoke branding that was distinct yet recognisably Domino’s. The campaign employed a bold, integrated media approach, including a groundbreaking partnership with Netflix for the Fury v. Makhmudov fight, which drove a +70% increase in shared viewing. This, combined with highly effective 3D OOH and broad creative adaptations across channels, ensured over 90% UK exposure. The results were transformative. CHICK 'N' DIP secured a 10% share of total orders within 12 weeks. Ultimately, Domino’s total QSR market share reached a record 8.1 points in March 2026, up 1.1 points from 2025, successfully establishing the new sub-brand as a dominant force in the direct chicken delivery market.