In an effort to break into a new market, Domino’s launches a pizza-themed wedding registry to cover all facets of the wedding process.
The registry helps pizza-loving newlyweds cover everything from the bachelorette party (“Dance like somebody ordered pizza,” $60) to the “Post-Honeymoon Adjustment to Real Life” (“Because washing dishes is the worst,” $25). The brand states that Domino’s has always been a part of “the big day”, from proposals to after-hours meals at the wedding, and is now making it easier for people to ask for something they’ll really use.
Launching around Valentine’s Day, a holiday notorious for new engagements, the brand attempts to be top-of-mind for newly-engaged millennials who prefer the less-traditional route in life. While the campaign essentially is a fancy way of getting newly-weds to ask for Domino’s gift-cards, the execution hits-home to a pizza-loving millennial target.