Domino’s and Foxtel partnership encourages cheesy moments on Gogglebox

A new partnership between Domino’s, Gogglebox, Wavemaker and Foxtel Media will see Domino’s pizza, sides and drinks will make their way into the hands (and mouths) of Australia’s favourite Gogglebox families. 

While Domino’s has been a long-term brand partner of Foxtel Media, this is the chain’s first national, integrated, 360 campaign. The campaign will include show moments delivered through billboards, social media, commercials and commercial playouts which will highlight the cheesiest moments of the Gogglebox season.  

The new season has already proved to be a success, with the premiere episode’s audience up by 5% when it compared to the previous season. This comes despite Gogglebox having to adjust their format due to ongoing stay-at-home orders across some states. With some household members Goggleboxing virtually this season, the campaign highlights the shared viewing experiences and delicious food that can help us feel connected and together. 

Sarah Lattouf, head of entertainment partnerships at Foxtel Media said, “It really is the ideal time for families to escape a little bit and share those moments on the couch while binging their favourite weekly program and enjoying several slices of pizza. While the program itself has had to pivot slightly, we have still managed to bring Australia’s favourite households together- even if it is virtually.”

Teneille Rudd, Domino’s senior brand manager AU/NZ said, “We loved the concept of integrating into Gogglebox. Domino’s is all about spending quality time with loved ones while partaking in enjoyable activities, and the families and friends on Gogglebox really embody this idea. 

“The integration also allows for a wide-ranging campaign that extends beyond the original broadcast of the show. We have those special, cheesy moments in the show itself that are then carried through social media, standalone TV commercials, and commercial playouts. It enables us to really extend the life of this brilliant campaign and reach a massive audience through Foxtel platforms.”