Global pizza giant Domino’s has launched a new social-first marketing campaign that reimagines the idea of celebrity meals by putting the spotlight on digital creators and influencers rather than traditional A-list endorsements. The campaign coincides with the return of the company’s “Best Deal Ever” promotion, aimed at driving value-focused orders during the busy U.S. college basketball tournament season.
The campaign features customized pizza orders created by popular online personalities such as Jesser, Trisha Paytas and Courtney Cook, alongside selected college basketball players. Fans can browse these combinations and order them directly through a dedicated online landing page, effectively turning influencer preferences into ready-to-order menu options.
Alongside social media promotions, Domino’s has partnered with the podcast “Friends Keep Secrets,” hosted by Benny Blanco and Lil Dicky with Kristin Batalucco. During sponsored segments of the show, the hosts create and discuss their own pizza combinations using the promotional deal, integrating the brand into entertainment content.
The “Best Deal Ever” offer allows customers to purchase any pizza with any toppings for $9.99, a limited-time value promotion running through the end of the college basketball championship season. The campaign is designed to highlight affordability while encouraging consumers to experiment with personalized pizza creations inspired by creators, they follow online.
For Domino’s, the initiative reflects a broader shift toward social-driven marketing strategies that tap into creator culture and user-generated content. By focusing on influencers rather than traditional celebrity endorsements, the brand aims to engage younger audiences and convert digital buzz into direct online orders.
Campaigns like this can also benefit Domino’s global franchise network by generating localised social engagement while reinforcing value messaging during periods of economic uncertainty.
