Domino's Launches 'Dip Into A World of Flavour' Campaign Rollout

Domino’s has launched a new campaign titled “Dip Into A World of Flavour” to promote its latest chicken range, CHICK ’N’ DIP, as the brand strengthens its position beyond pizza.

Created by UK agency VCCP, the campaign introduces a distinct identity for the new offering and highlights the growing demand for flavour-driven chicken menu options.

CHICK ’N’ DIP includes boneless chicken bites, wings and tenders, paired with nine global-inspired dips. The range features options such as Buffalo Hot Dip, Mexicana Mayo and Katsu Curry Dip, giving customers a mix of spicy, creamy and savoury choices.

The product is designed to complement group occasions and at-home dining, where shareable food continues to gain traction in the quick-service restaurant segment.

• Domino’s launches ‘Dip Into A World of Flavour’ to boost chicken range
• CHICK ’N’ DIP campaign highlights bold global-inspired sauces
• Domino’s expands beyond pizza with flavour-led chicken menu push

The campaign is led by two 30-second films that depict a couple ordering chicken and dips for a quiet night in. As different dips are mentioned, characters representing each flavour appear in their living room. These include a Mexican wrestler, a dramatic organist and a samurai-inspired cat, each reflecting the personality of the sauces. The storytelling focuses on the variety and intensity of the dips rather than traditional product shots, positioning the brand strongly within the UK food market.

Production was handled by ProdCo, with content support from Girl&Bear and Domino’s in-house team, Big Dip Studios. The campaign will run across television, radio and out-of-home advertising platforms, ensuring wide reach across the UK and Ireland.

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According to the company, the launch gives CHICK ’N’ DIP its own recognisable platform within one of the fastest-growing categories in food delivery services. By expanding its chicken portfolio and emphasising bold flavours, Domino’s aims to attract both loyal pizza customers and new consumers seeking variety. The rollout underlines the brand’s effort to diversify its menu while maintaining its core delivery promise.