Domino’s ups the indulgence quotient with its BurgerPizza

It’s a burger with the goodness of a pizza or a pizza that just looks like a burger – whichever way you look at it, Domino’s is out to give the best of both indulgence in its newly-launched BurgerPizza. It has the goodness of pizza instilled in it – from oven fired buns to fresh veggies to goodness of Mozzarella cheese.

To support the launch, Team Contract Advertising, Gurgaon has conceptualised a new campaign, #TheGoodOven, where everything that goes through it, comes out with pure baked goodness.

The TVC shows a young boy demanding a burger at a Domino’s outlet, only to be told that Domino’s doesn’t make burgers and that it is not good. But still the child keeps insisting on having his burger. Hearing this, a young chef remembers a legend where anything put into a ‘good oven’ is transformed into something magical. So the chef puts some flour, cheese, herbs and veggies into a tray and puts it into the oven at Domino’s kitchen and out comes a pizza that looks like a burger. The boy gets his ‘burger’ and Domino’s gets a new addition to its menu.

On the concept behind the new addition to the menu, S Murugan Narayanswamy, Senior Vice President Marketing, Domino’s Pizza India, explained, “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.”

Elaborating on the insight behind the campaign, a Contract spokesperson said, “Very true to an Indian context, the act of passing through the fire (of the oven) is considered an act of purity and thus, it 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 not just the burger, but the world for the better. The film thus sets up the problem of how Domino’s can’t make burgers as they aren’t good by a child asking for it and then goes on to tell the tale of the mythical oven that made everything good. 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 of a pizza.”

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