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2018 ADC Awards - Advertising

Wedding Registry

Agency CP+B / Boulder

Client Domino's
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Annual ID

ADC_ADV18036B

About the Work

Out of sheer love for pizza, countless brides and grooms in the US make Domino’s a part of their wedding days. So in February 2017, Domino’s embraced this trend and launched the Domino’s Wedding Registry – the first-ever registry where engaged couples can ask for cheesy pizza as wedding gifts. We spread word of the platform by going where the brides go, infiltrating the sacred bridal industry with tongue-in-cheek print resembling wedding gown ads, placing banners on the #1 wedding inspiration site (Pinterest), and even disrupting a traditional wedding planning exhibition. With the campaign garnering 1 billion media impressions in the first 7 days, more than 3,000 registries have been created amounting to nearly $700,000 worth of pizza. And that’s just the first few months. We still have forever to go.