Domino's Giant Doughnuts 2.0
Relaunching Giant Doughnuts With a New Recipe and Massive Buzz
How Red Yolk partnered with Domino's to relaunch its Giant Doughnuts 2.0 with improved flavours, driving 2.9M+ impressions and nationwide excitement
2.9M+
Organic Impressions
102k+
Organic Impressions
14K+
Organic Impressions
Relaunching a Fan-Favourite With Fresh Excitement
The Challenge
After Australians devoured 32 tonnes of Giant Doughnuts in just seven days during the original launch, Domino's knew they had a hit. But relaunching with a new and improved recipe meant they needed to recapture lightning in a bottle.
The challenge was to make the relaunch feel just as exciting as the original while highlighting the improved recipe and three core flavours: Sprinkles, Original Glazed, and Cookie Crumble.
Key Challenges
- Recreate the viral excitement of the original launch
- Highlight the new and improved recipe differences
- Drive immediate purchase intent for a limited-time product
- Generate nationwide buzz across Australia
Foodie Creators, Flavour Showcases, and Urgency-Driven Content
Our Approach
We partnered with carefully selected foodie influencers who could authentically showcase the Giant Doughnuts 2.0 in a way that highlighted the improved recipe and irresistible flavours.
Each creator was briefed to build excitement around the relaunch, emphasising the limited-time availability and showcasing the three core flavours through close-up taste tests and reaction-style content.
What We Delivered
- Multiple high-quality video pieces across Instagram and TikTok
- Taste test and reaction-style content formats
- Close-up flavour showcases for Sprinkles, Original Glazed, and Cookie Crumble
- Full campaign management from briefing to posting schedules
Let's Get Cracking!
