Domino’s is strengthening its long-running collaboration with WorkInProgress (WIP), the independent creative agency based in Boulder, Colorado, that has helped fuel some of the brand’s most talked-about campaigns in recent years. The pizza chain has now officially awarded WIP the role of social agency of record (AOR), signaling a deeper commitment to social platforms and creator-led content, particularly on apps like TikTok.
The move places Domino’s among a growing list of major brands that are investing in long-term social strategy partnerships. JCPenney, for instance, recently appointed VaynerMedia as its own social AOR to support its brand turnaround efforts.
At the heart of WIP’s impact for Domino’s is the now-iconic Emergency Pizza campaign—an initiative that offers customers a free medium, two-topping pizza to redeem during a tough time. Since its debut in 2023, the campaign has seen multiple creative adaptations, including partnerships with Netflix’s “Squid Game” and a branded presence in Fortnite’s The Glitch zone on Twitch. The campaign’s first wave delivered more than 5 billion earned media impressions, setting a new benchmark in Domino’s marketing history.
WIP has also been behind other attention-grabbing efforts such as the “Mind Ordering” activation inspired by Stranger Things, as well as campaigns tackling tip fatigue and inflation, keeping Domino’s messaging timely and relevant.
This extended partnership follows recent changes in Domino’s marketing leadership. In October, Kate Trumbull was promoted to Chief Marketing Officer, bringing a renewed focus on unifying brand efforts across global markets. WIP has been instrumental in supporting Domino’s broader “Hungry for MORE” strategy, which the brand is aiming to roll out internationally.
Domino’s ongoing commitment to WIP is particularly notable at a time when AOR relationships are declining across the industry, with many marketers shifting to project-based agency models. The brand’s choice to stay with an independent agency also reflects a wider industry trend where creative agility is increasingly valued, especially as holding companies lean more heavily into data and media services.
“We have one of the rarest agency partnerships in the history of our industry,” said Trumbull in a statement. “WorkInProgress’ team—many of whom have worked on the brand for more than a decade—brings both deep brand knowledge and an unstoppable passion for pushing boundaries and creating breakthrough work.”
In addition to its marketing efforts, Domino’s continues to invest in its loyalty program, expand its third-party delivery partnerships, and develop a new e-commerce platform set to launch in 2025. The company reported same-store sales growth of just 0.4% in Q4, a modest increase executives attributed to a shift toward more carryout orders versus delivery—an indication that value-conscious consumers are impacting the broader quick-service restaurant space.
As economic uncertainty looms, Domino’s is betting on bold creative, seamless digital experiences, and strong storytelling to keep its brand top of mind—and WIP remains a key partner in that mission.
