The agency pitched against Iris Worldwide, which is responsible for Domino’s creative and digital development. It began work at the end of last week supporting the roll-out of Domino’s latest product development, chocolate dough balls.
Domino’s head of PR Sarah McGhie commented: "We need to kick start a proactive press office and we need something fast. Having worked with [LightBrigade managing director] Alan Twigg in my previous job I knew that it was something he could more than deliver. That said it was a tight decision [between the agencies]."
McGhie added that Domino’s had sold 45,000 dough balls in under a week – twice as much as procurement had expected – off the back of LightBrigade’s social media campaign.
"We’ve appointed Alan to be the Barry White of Domino’s: to bring the love back to the brand so that people think of it with affection rather than looking at what this week’s deal is," she comments.
LightBrigade will be concentrating on leveraging the brand’s "Greatness" campaign, which began last month with a 30-second TV spot, during the next three months with examples of small acts of greatness.
Both Twigg and McGhie promise creative brand projects in the New Year.
LightBrigade will be working with Dada, which handles PR in Scotland, and Harris PR in Ireland.