Domino's in licensing tie-up with Simpsons
Domino's Pizza has signed a two-year licensing deal with 20th Century Fox that will allow it to run ads and create branded pizzas based on TV show The Simpsons.
The deal kicks off with a heavyweight ad campaign breaking on 13
February. Domino's marketing manager Robin Auld said the ad will be in
the style of a '30-second episode of The Simpsons'; it was scripted and
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As part of the deal, Domino's will produce Simpsons-branded pizzas and
side orders, the first of which will be a spicy chicken Icurumba
pizza.
Simpsons characters will also appear on menus, packaging, direct mail,
online and in-store.
Last year consumer group Which? slated the use of popular children's
characters including The Simpsons and Shrek to sell unhealthy foods.
However, Domino's said the ad, which features a family eating together,
is not aimed at children. 'We take responsible marketing very seriously,
and we have a multitude of fresh, healthy options and vegetables for
toppings,' said Auld.
Domino's has sponsored The Simpsons on Sky One for eight years. Its
rival Pizza Hut had a tie-up with the show on Channel 4, which ended
last year after 12 months.
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