domino's: F***ING DELICIOUS
An April Fool's polygraph test to show how pizza lovers really felt about the most original pizza in Brazil.
CHALLENGE: Announce the launch of the brand's garlic bread pizza, a Brazilian side dish favorite.
INSIGHT: Garlic bread pizza is an almost unbelievable creation. What if we tested people's reactions in the most honest way possible?
IDEA: Around April Fool's Day, we invited a renowned polygraph expert to “interrogate” real consumers about what they thought of this pizza.
F***ing delicious
In Portuguese, garlic is “alho." Also, "pra caralho” is an expression that roughly translates to "f***ing awesome," so we played with this for our tagline, adding an asterisk and an opaque “O” for the garlic.
"Garlic bread pizza” became the most-searched term on Google during the launch.
Keeping with the vibe of April Fool's, we released social media content that played with pop culture trivia, such as TV shows and their lying characters.
MY ROLE: Copywriter
Full credits here
MORE RESULTS
Made the Garlic Bread Pizza, originally meant to be a limited-time special, a permanent item on the menu.
Resulted in 65,000 clicks.
Made the term “garlic pizza” #1 on Google’s search results.
Increased side order sales from 2% to 8%.
Sold out the inventory in every Domino’s store.
Announced by the CMO as the best campaign he's ever worked on. 🤩