Domino’s Pizza has launched a provocative ad campaign in the United States directly targeting fast-food burger chains, claiming that pizza offers more value for the same price.
The commercial, built around the slogan, “You’ve got just $7 and a bunch of hungry kids: pizza or burgers?”, shows a group of children seated after a sports practice, waiting for a meal. Their coach places two $7 hamburgers on the table, slicing each into quarters so every child gets a piece — but they’re still hungry.
Moments later, she serves two large pizzas, giving each child at least two slices, leaving them full. The ad closes with the line: “No matter how you slice it, you get more with pizza.”
The campaign, created by ad agency WorkInProgress, aims to challenge the perception that fast-food burger chains still offer the best value. “All brands understand they need to talk about value,” said Matt Talbot, partner and chief creative officer at the agency.
“It’s not about being the cheapest — it’s about the best food at a fair price. We weren’t focused on competing with one specific brand, but rather on categories, to make people think about it in a new way.”
Marketing Dive noted that the campaign reflects a broader shift among fast-food chains, which are putting less emphasis on rock-bottom pricing and more on convincing consumers of their product’s worth.