Domino’s biggest release in years was competing against entertainment’s biggest release ever.
2025 saw Domino’s finally release stuffed crust pizza and they faced two huge challenges. They were 30 years late to the game, with the first being introduced in the 90s, and our release was competing for social attention against the biggest release ever - Grand Theft Auto 6.
When you can’t afford
to buy attention, steal it by turning your shared lateness into an ally
A three line social post that
set the gaming world on fire
Gamers loved it, and instead of laughing at us being 30-years late,
they were laughing that “even Domino’s is throwing shade” at Rockstar.
The only people not laughing were the lawyers
at Rockstar who issued a cease and desist.
That didn’t slow the momentum. Every time someone talked about
GTA 6, they were talking about Domino’s Stuffed Crust Pizza.