Domino's has partnered with the Dubai Expo 2020 as the official pizza provider.
The brand has appointed Black Swan Life to launch the brand campaign for Domino's UAE. The agency will create its first brand campaign and all other promotions during the months of the Expo.
The account was won following a multi-agency pitch.
Shobhit Tandon, chief operating officer, Domino’s International Markets - Alamar Foods, said, "The objective was to drive awareness of Domino’s through its association with Expo. Use this partnership as a springboard to create a brand campaign and other promotional initiatives. But the challenge was to find a value proposition that applies to both - Domino’s and Expo. We chose Black Swan Life because they demonstrated the solution to that challenge in the most effective and creative way.”
Sukumar Menon, founder and creative head, Black Swan Life, said, "It’s a great opportunity to associate with Domino’s around such a prestigious event. It’s an event that could turn the tide of things to come. And using a common voice for Domino’s and Expo 2020 in the form of a brand campaign and other activities is a challenge we are really looking forward to.”