Domino's brings the goodness of a BurgerPizza

Conceptualised by Team Contract Advertising, the TVC tells the tale of a mythical oven that makes burgers filled with the freshness and goodness of a pizza and presents the new innovation -- BurgerPizza

BestMediaInfo Bureau | Mumbai | July 27, 2016

Click on the Image to watch the TVC.

It's a burger. It's a pizza. It's a BurgerPizza! For everyone who loves their burgers but cannot stop dreaming about a pizza, here is a nice little combination. Domino's Pizza India has come up with a neat little innovation called the BurgerPizza. The food item that looks like a burger but tastes like a pizza has been designed specifically for the Indian palette.

Dev Amritesh, President and Chief Business Officer, Domino's Pizza India said, “Our category is segmented by occasions. We dominate the 'shared meal-replacement' occasions with our core pizzas. The 'all day, individual consumption' occasion is an opportunity that we see as being incremental to our business. The BurgerPizza is our offering for this opportunity.”

“This is also our attempt to create a new category and bring pizza-ness in a consumption segment that is addressed by burgers and sandwiches. Unlike other burgers, the BurgerPizza is comfort food, full of pizza goodness and has been specifically designed for the Indian palette,” he added.

Domino's has also launched a TVC campaign conceptualised by Team Contract Advertising to tell the tale of a mythical oven that makes burgers filled with the freshness and goodness of a pizza. The TVC starts with a little boy asking a Domino's employee for a burger. He is told that Domino's doesn't make burgers. The boy insists and the employee tells him it is not a good option. The boy then demands that they make it good. This when a chef at Domino's remembers the legend of a mythical oven that makes everything good and whips out a BurgerPizza from Dominos' very own good oven.

Speaking on the idea behind the TVC, a spokesperson from Team Contract Advertising said, “The act of passing through the fires of the oven, itself became the spark for the communication. It led to the idea, that it's not an oven but a good oven that exists at Domino's.  And the ritual of passing through it can change the burger. The film thus sets up the problem of how burgers aren't good, and then goes on to tell the tale of the mythical oven that makes everything good. And a young chef at Domino's, who remembers this legend, realises she too has the good oven in her store. And with that she can transform the burger into something that is filled with all the goodness and freshness of a pizza.”

Speaking about their marketing strategy, S Murugan Narayanswamy, Senior Vice President Marketing, Domino's Pizza India said, “The BurgerPizza is different from conventional burgers in many ways. Instead of using fried ingredients, the BurgerPizza has oven-baked ingredients. It is made with generous fillings of herbs and vegetables, tomato sauce, mozzarella cheese and soft buns, all oven baked together to perfection, adding a touch of Pizza Goodness. It is this Pizza Goodness that will be at the core of our marketing strategy. We aim to address the desire for a burger through a new kind of pizza, the BurgerPizza.”

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits

Client: Domino's Pizza India

Agency: Team Contract Advertising

Info@BestMediaInfo.com

Info@BestMediaInfo.com