LONDON: LightBrigade PR has begun work as the first central press office for Domino's Pizza following a two-way pitch.
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.
“We need to kick start a proactive press office, and we need something fast,” said Sarah McGhie, head of PR at Domino's. “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 [Twigg] 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 said.
LightBrigade will concentrate on leveraging the brand's “Greatness” campaign during the next three months with examples of small acts of greatness. The campaign began last month with a 30-second TV spot.
Twigg and McGhie said additional creative brand projects would launch next year.
LightBrigade will work with Dada, which handles PR in Scotland, and Harris PR in Ireland.
This story originally appeared on the website of PRWeek UK.