Domino's Promotes New Yorker Pizza Return With OOH Campaign

Domino's is bringing a bit of New York to Sydney. 

To celebrate the return of its 16-inch New Yorker Pizza, the company is launching a “larger-than-life” marketing campaign, alongside its first new brand platform in more than a decade. 

The campaign features a yellow, New York-style cab that will be driving through the streets of Sydney, as well as a New York-inspired Block Party taking place later in September. 

“The New Yorker has always been a larger-than-life pizza, so we wanted the creative around its return to feel just as big,” says Dewald Du Plooy, Chief Marketing Officer for Domino’s Australia and New Zealand. 

“The idea plays with that feeling of dropping whatever you’re doing when the pizza arrives. In this case, even a New York firefighter has somewhere more important to be when there’s a 16-inch New Yorker waiting at home.

“It’s fun, it’s unmistakably New York and, most importantly, it puts the food and those huge, foldable slices right at the centre of the story.”

Dropping everything for Domino’s

This latest initiative follows the launch of Domino’s ‘Drop Everything’ campaign – its first new brand platform in more than a decade. 

Created in partnership with the Bureau of Everything, the campaign’s hero film hinges on the idea that people will ‘Drop Everything’ when the pizza arrives – with dogs left half shaven and welcome home signs abandoned.  

“Today Domino’s launched 'Drop Everything* It's Domino's’, the biggest brand platform I've led, strategy through to execution, as Head of Brand & Campaigns ANZ,” Teneille Papp, Head of Brand and Creative ANZ at Domino’s, said of the campaign on LinkedIn.

“The idea: the movie pauses. The conversation stops mid-sentence. The dishes can wait. 

“Whatever felt urgent 30 seconds ago suddenly isn't, the second that box hits the table. 

“Eleven months with the team at Bureau of Everything, turning that into new positioning, new tone, new everything - TV, OOH, digital, socials, print, in-store, partnerships, PR. All of it.”

Domino’s business reset

These new marketing launches come as part of a wider business reset for Domino’s – with Merrill Pereyra named CEO of Domino’s Australia and New Zealand in January 2026 and Dewald being appointed Chief Marketing Officer for Domino’s Australia and New Zealand in April. 

According to Merrill, Dewald’s appointment is crucial for supporting the company in its growth strategy.

“We are committed to delivering consistency, convenience and creating a stronger connection with our customers, while improving returns for our franchise partners,” he said upon the announcement of Dewald taking on the Chief Marketing Officer role. 

“Dewald’s appointment is a key step in consolidating a disciplined, customer-focused marketing approach to sustainable growth.”

Who are Domino’s key partners? 

• Microsoft: Collaborating closely on cloud infrastructure, Microsoft powers digital innovation across global stores. Using Azure and generative AI capabilities, the partnership focuses on streamlining store operations, predicting demand patterns and personalising customer ordering experiences. Store managers benefit from analytical operational insights, whilst consumers enjoy smoother digital interactions through automated ordering channels and bespoke promotional offers tailored to individual customer preferences.
• Uber Eats: Domino’s and Uber’s partnership is designed to drive incremental growth for Domino’s franchise partners and deliver more flexibility for customers at more times throughout the day. While Domino’s customers can already order their favourite pizza on Uber Eats to be delivered by Domino’s delivery fleet, the new partnership with Uber Direct will enable Domino’s stores in Australia and New Zealand to offer extended trading hours by tapping into Uber’s delivery network.
• NVIDIA: Domino's uses NVIDIA DGX systems and NVIDIA T4 GPUs to train and run real-time AI models. These models predict order-ready times with up to 95% accuracy by analysing employee counts, order complexity and live traffic data.
• Google: Google and Domino's Pizza have a long-standing technological and strategic partnership focused on innovative ordering systems, mapping tools and in-store hardware.