Brand Tracker

Welcome to the automated Brand Tracker diaries.

Japan

Special Feature on ‘Proposals from Creators Leading Successful Rebranding’

Campaign: Rebranding for 2026

Source: https://www.advertimes.com/20260930/article559350/

Goal: To enhance customer experience and emphasize the taste of pizza

Summary: Domino's Pizza Japan is set to undertake a major rebranding by summer 2026, moving away from price promotions like 'half-price takeout' to a focus on the inherent taste of pizza and customer experience values. This announcement is part of a global rebranding effort, tailored to suit the Japanese market.

How Domino’s is taking on the Big Mac, Whopper and other fast-food icons

Brand: Domino’s

Campaign: Pizza Can’t. The Domino Can

Source: https://www.marketingdive.com/news/how-dominos-is-taking-on-the-big-mac-whopper-and-other-fast-food-icons/828994/

Goal: Drive awareness and trial of the new Domino product

Claim: Pizza Can't. The Domino Can

Media: NFL international season opener on Netflix, Emmys, linear, online video, connected TV, paid digital, social channels, high-impact out-of-home placements

Summary: Domino's has launched the 'Pizza Can't. The Domino Can' campaign to promote its new rectangular Detroit-style personal pizza. The campaign features a hyperbolic, darkly comedic tone, showcasing the pizza's versatility and aiming to disrupt traditional fast-food narratives. It includes various media placements, including ads during significant events like the NFL season opener and the Emmys, as well as social promotions targeting competitors. The brand encourages consumers to evaluate whether the Domino can compete with beloved fast-food items.

advertising campaign launch fast food Pizza

Peru

Premiere: Valor and Papa John’s Peru Turn Roblox Pizzas into Real Pizzas

Brand: Papa John’s

Campaign: Papa Johnblox

Source: https://www.adlatina.com/publicidad/preestreno-valor-y-papa-johns-per-convirtieron-las-pizzas-de-roblox-en-pizzas-reales

Goal: To celebrate Children's Day by connecting Roblox creations to real-life pizza.

Media: Instagram

Summary: The Peruvian agency Valor and Papa John's Peru launched a campaign to celebrate Children's Day by allowing kids to translate their virtual pizza creations from the game Roblox into real pizzas. Through the 'Papa Johnblox' activation, children are encouraged to share an image of their Roblox pizzas on Instagram for a chance to receive a real Papa Box with their dream pizza.

Children's Day Pizza Roblox social media

Mexico

Preview: Domino’s Pizza and Gut Mexico City present ‘The Best, Improved’

Brand: Domino’s Pizza

Campaign: Lo mejor mejorado

Source: https://www.adlatina.com/publicidad/preestreno-dominos-pizza-y-gut-mexico-city-presentan-lo-mejor-mejorado

Goal: To introduce a new premium pizza option and enhance consumer experience

Claim: The best, improved

Summary: Domino's Pizza, in collaboration with Gut Mexico City, has launched a campaign for their new Supreme Edge Skillet pizza, which combines two of their most popular crusts: the Skillet Crust and the Cheese Edge. The campaign emphasizes innovation and improving upon existing favorites to create a unique pizza experience.

innovation Marketing Campaign Pizza

Portugal

José Condessa’s mission was to find those who have never eaten pizza. He ended up with a new recipe.

Brand: Uber Eats

Campaign: Pizza Corno da Aldeia

Source: https://www.imagensdemarca.pt/artigo/a-missao-de-jose-condessa-era-encontrar-quem-nunca-comeu-pizza-acabou-numa-nova-receita/

Goal: Introduce a new pizza inspired by local flavors.

Claim: Discover the taste of Sobral de S. Miguel.

Media: Instagram, Uber Eats app

Summary: Uber Eats and Lupita challenged actor José Condessa to find residents in Sobral de S. Miguel, Portugal, who have never eaten pizza. This led to the creation of a special pizza, Pizza Corno da Aldeia, inspired by local ingredients like corno cheese. The new pizza is available for a limited time exclusively through the Uber Eats app and is accompanied by digital content showcasing the reactions of the village residents.

culinary experience Local Flavors Pizza

Argentina

Preview: Valor and Papa John’s present an action inspired by cats’ unique kneading

Brand: Papa John’s

Campaign: Amiausadores

Source: https://www.adlatina.com/publicidad/preestreno-valor-y-papa-johns-presentan-una-accin-inspirada-en-el-particular-amasado-de-los-gatos

Goal: Engage cat lovers and promote discounts on pizza

Claim: Cats have always been kneading discounts for their humans

Media: Instagram stories

Summary: The 'Amiausadores' campaign by Papa John’s, created by Valor, reinterprets a typical cat behavior to explain that cats have always been kneading discounts for their humans. In celebration of International Cat Day on August 8, people are invited to share videos of their cats kneading on Instagram, using a pizza slice emoji and tagging the brand, in exchange for a 30% discount on a family pizza. The campaign aims to connect cat lovers with pizza enthusiasts while capitalizing on the recognized behavior of cats.

cats discounts Marketing Campaign Pizza

Pizza Hut UK ‘Human kids eat free’

Brand: Pizza Hut

Campaign: Human kids eat free

Source: https://www.campaignlive.co.uk/article/pizza-hut-uk-human-kids-eat-free-among-equals/1966224

Goal: To promote a summer campaign where kids eat for free

Claim: Kids eat free

Summary: Pizza Hut UK launches a summer campaign titled 'Human kids eat free' emphasizing that kids can eat for free, taking the popular promotion literally.

Kids Promotion Pizza summer campaign