From Yodels to Fashion Week: How Domino’s Became the Tastiest Thing in British Pop Culture

Client: Domino's

Domino’s, Havas & Channel 4 cooked up a long-term media strategy that turned pizza into pop culture. Through a bold, satirical content series built around Channel 4’s social-first comedy format The B@it, Domino’s showed up in unexpected, hilarious, and culturally relevant ways—embedding itself in the UK’s most talked-about moments.

From grime-inspired yodelling rappers and pizza-themed fashion week takeovers to Valentine’s Day “Pizza Play” and the world’s first “Pizza Spa,” each campaign was tailored to a specific cultural niche. The result? A string of viral hits that blurred the lines between reality and satire, sparking conversation and driving fame.