Lexis wins Domino's Pizza branding remit

Domino's Pizza has handed a six-figure corporate PR account to

Lexis Public Relations as part of a drive to improve communication of

its brand strength to potential franchisees and investors.

Lexis was appointed by the AIM-listed fast-food firm on the back of a

consumer project last year, which saw the agency launch the pizza

chain's Heatwave delivery service.

Although other agencies were considered, no others were invited to pitch

formally. It is the first time the firm has outsourced its corporate PR


Lexis will work alongside retained financial PR agency Buchanan

Communications, and Weber Shandwick Worldwide, which is tasked with

consumer work on a local and national level.

Lexis corporate PR director Duncan Mackenzie-Reid, who leads the

account, said: 'Our brief is to build credibility for Domino's corporate

brand to support its drive for growth over the next few years through

property acquisition and franchising,' he said.

The campaign will target the financial markets, he added: 'We will be

working closely with Domino's to raise its profile as a good investment

at a time when investors are looking for reliable returns.'

The Lexis team reports to Domino communications manager Bernadette


Domino's is the leading home-delivery brand in the UK, and floated in

November 1999. Interim results released at the start of July saw the

firm report a 27 per cent increase in operating profit in the UK from

its 228 outlets nationwide.

The firm has enjoyed success with its online retailing ventures,

enabling customers to order food via the internet and through the

interactive service on Sky TV's digital platform.

According to the firm's half-yearly results, Domino's registers monthly

sales in excess of £300,000 through this medium, which is buoyed

by major ad campaigns this year on both digital and terrestrial


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