A new campaign from Iris Worldwide has Pizza Hut UK become ‘The Official Sponsor of Dominoes’. Of course not that kind. The campaign sees Pizza Hut UK team up with the 2024 World Championship Domino Tournament.

The humorous campaign provides a unique spin on the summer of sport and in the spirit of healthy competition, it cheekily pokes fun at its rival. A playful digital out-of-home teaser campaign declared ‘People who like Dominoes love Pizza Hut’ as it revealed the chain to be ‘the official partner of the 2024 World Championship Domino Tournament’.

The campaign is part of a brand reset; an updated, humorous tone of voice marks the launch of Pizza Hut’s new creative platform, ‘Together We Pizza’. It is also using the platform to unveil a new sourdough style handcrafted crust pizza.

Alongside the digital out-of-home announcing the dominoes partnership, activity will also be amplified on social media by creators and cultural commentators. Comedy influencer activity and creator ‘unboxings’ on social channels of the new Handcrafted Crust pizza, will further support the campaign and drive both awareness and cultural credibility of Pizza Hut’s new product.

The brand has collaborated with the Brixton Immortals Domino Club to prove just how much dominoes players love Pizza Hut pizza. Supporting the community at a grassroots level, the campaign features branded content that captures players eating pizza.

Media planning and buying for the campaign was done by Spark, PR by Hanover, and social community management by Livity.

“2024's summer of sport is all about healthy competition and shared moments of togetherness. With our new campaign, we've captured this spirit perfectly. As the official partner of the 2024 World Championship Domino Tournament, we're bringing the swagger back to Pizza Hut with a playful reminder that while the UK focuses on the Euros, there's another global championship where Pizza Hut is front and centre.” says Grant Hunter, Chief Creative Officer, Iris Worldwide.

Putting a new spin on the summer of sport, with a nod to its competitor, the campaign cheekily taps into culture, using humour to connect with audiences.