Domino's Cheese Volcano
Turning Cheese Pulls Into Viral Gold for Domino's
How 20+ foodie influencers generated 6M+ impressions and made the Cheese Volcano a permanent menu fixture across Australia and New Zealand
6M+
Organic Impressions
270K+
Organic Impressions
100K+
Organic Impressions
Launching a New Side in a Competitive Market
The Challenge
Domino's was launching their new Cheese Volcano, a molten cheese sauce encased in cheesy crust dough, baked and finished with garlic butter. They needed more than a simple product announcement.
The goal was to position the Cheese Volcano as the ideal side for dipping pizza, making it an essential add-on to every order across Australia and New Zealand.
Key Challenges
- Stand out in a crowded QSR market with a side product
- Create visually compelling content that drives cravings
- Generate nationwide awareness across two countries simultaneously
- Sustain buzz over a six-week launch window
Cheese Pulls, Strategic Angles, and Viral Flighting
Our Approach
We hand-selected over 20 foodie influencers across Australia and New Zealand, each briefed on specific visual angles designed to maximise viral potential.
Every creator was guided to capture the perfect cheese pulls and dipping shots, content formats we knew had the highest likelihood of going viral due to their eye-catching, craveable appeal.
What We Delivered
- 35 high-quality video pieces across Instagram and TikTok
- Strategic scheduling and flighting for sustained 6-week reach
- Specific filming guidance for cheese pull and dip angles
- End-to-end campaign management across ANZ
Let's Get Cracking!
