Maja Pawinska Sims 17 Sep 2019 // 10:57AM GMT
LONDON — Domino’s Pizza Group has appointed One Green Bean as its retained consumer PR agency, after a five-way competitive pitch this summer.
The agency takes over as consumer PR lead from The Academy, which had worked with the pizza company since 2016 and declined to re-pitch. One Green Bean’s appointment follows Domino’s recent hire of Brunswick to handle corporate, financial PR and public affairs, as the brand seeks to refresh its communications.
One Green Bean will work alongside Brunswick, Harris PR – the retained consumer agency in Ireland – and the rest of the Domino’s creative agency roster.
Its remit spans UK brand engagement initiatives, new product launches, stores and community relations, as well as collaboration with influencers. A key part of One Green Bean’s remit is the development of “a more strategic commitment to social purpose” for the brand.
Domino’s head of communications Nina Arnott said: “We wanted to elevate the consumer PR scope, with a clear directive to think beyond tactical stunts and consider more meaningful strategies. One Green Bean has experience helping brands deliver bold social purpose initiatives, which was a key focus for the pitch alongside a requirement for outstanding creative. Their approach to agency partner collaboration also stood out.”
One Green Bean founder and executive creative director Kat Thomas added: “Domino’s is a brand with big personality, loyal fans and a product that puts smiles on faces. The massive creative opportunity coupled with a genuine appetite to build out the brand’s social purpose couldn’t be better suited to us.”