When Domino’s launched its Smokehouse BBQ Range across Australia and New Zealand, it wasn’t just about introducing new pizzas—it was about building buzz, excitement, and a viral wave of food content that made people crave a slice (or five).

Through a well-executed social media strategy and influencer-led storytelling, Domino’s turned smoky, indulgent comfort food into one of the most talked-about launches in the region.

The Goal

The mission was clear: create massive awareness and consumer appetite for the new range, which featured:

• Smokehouse Meatlovers Pizza
  
• BBQ Pork Belly Pizza
  
• Bacon & Cheese Loaded Fries
  
• BBQ Meatlovers Loaded Fries
  
• Pork Belly Pasta
  

Rather than relying solely on traditional advertising, Domino’s leaned into digital culture—especially the power of short-form, creator-led content.

 The Strategy

Domino’s identified and partnered with a curated group of food and BBQ influencers across Australia and New Zealand. These creators were chosen for their strong engagement, content authenticity, and relevance to the BBQ-loving audience.

The campaign was designed around:

• Authentic storytelling from real food lovers
  
• Snackable video content made for Instagram Reels and TikTok
  
• Emphasis on the visual appeal of smoky flavors, melted cheese, and loaded fries
  

Influencers were encouraged to be natural, fun, and creative—capturing everything from unboxings and taste reactions to casual food vlogs.

 Execution Highlights

Over two months, the campaign delivered:

• 55+ pieces of short-form content
  
• Real-time sharing and engagement from creators
  
• Consistent brand tone across all posts—casual, flavorful, and fun
  

Influencer content showcased the range as more than food—it became a must-try experience that resonated across feeds and stories.

 Results at a Glance

And all of this was achieved without paid media—driven purely by community excitement and share-worthy content.

 Why It Worked

• Perfect Product for Social: Bold flavors and drool-worthy visuals made it ideal for TikTok and Reels.
  
• Creator-Led Content: Influencers brought personality, making the campaign feel real and relatable.
  
• Organic Trust: Peer recommendations, not ads, drove genuine buzz and FOMO.
  

Key Takeaway

This campaign proves that when branding, product, and creator strategy align, even a pizza launch can go viral.

Domino’s didn’t just launch a new range—it launched a movement that lit up social feeds across two countries. Brands today don’t need louder ads—they need sharper stories and authentic advocates.

Conclusion: Want to Grow Like Domino’s? Think Avidus.

The viral success of Domino’s Smokehouse BBQ Range proves that with the right mix of branding, influencer engagement, and digital storytelling—even a pizza can become a national trend.

If your business is looking to launch a product, elevate its brand presence, or grow organically in today’s digital-first landscape, Avidus is here to help.

We’re a leading digital marketing and IT software development company based in Australia, trusted by brands to deliver smart, scalable, and impactful solutions. Whether it’s content, strategy, design, or tech—we partner with you to build what’s next.

Grow with purpose. Grow with Avidus.