Domino’s Pizza is turning up the heat in the quick-service restaurant (QSR) value wars with a fresh and humorous ad campaign promoting its long-standing $6.99 Mix & Match deal. Launched on August 4, 2025, the campaign centers on a clever visual metaphor: comparing a full pizza to a similarly priced cheeseburger—comically sliced into tiny portions to highlight just how far a dollar goes with Domino’s.
Created in partnership with agency WorkInProgress, the campaign aims to challenge the widespread belief that fast-food burger chains still offer the best bang for your buck. Two 30-second TV spots set the tone—one set in a kids’ bounce park, the other at football practice—showing real people reacting to the absurd burger slices. A shorter 15-second product spot rounds out the effort, which is being deployed across linear TV, connected TV, social platforms, and digital channels.
“Our goal was to get consumers to rethink value—not as cheap food, but as great food at a fair price,” said Matt Talbot, co-founder and chief creative officer at WorkInProgress. “It’s not about targeting a specific competitor. It’s about challenging categories and expectations.”
The campaign arrives amid economic uncertainty, with inflation, tariffs, and other pressures forcing QSR brands to rethink how they define and deliver value. While fast-food chains have traditionally leaned on low pricing, many are now struggling to meet those expectations. In response, brands like Chili’s have launched counter-campaigns positioning themselves as offering more value than traditional fast food.
Domino’s, for its part, is leveraging its sizable marketing muscle to stay ahead. “Our approach combines a memorable brand action, craveable pizza, and strong, consistent value,” said Kate Trumbull, Domino’s EVP and global CMO. “That mix helps us stand out in a QSR space that often feels repetitive.”
The inspiration behind the burger-slicing visual came from Domino’s CEO Russell Weiner, later developed into a fully fleshed-out campaign by WorkInProgress. The initiative is the latest example of a close collaboration between the brand and its agency, which has also produced the successful “Emergency Pizza” platform.
“There are no barriers between us and Domino’s when it comes to creative ideas,” Talbot said. “We understand the business goals and know what levers to pull.”
While the $6.99 Mix & Match deal is a familiar offer, the new campaign reframes it for 2025 audiences, especially as the “Best Deal Ever” promotion wraps up. Internal research showed that many consumers still believe burger chains offer the best value, despite Domino’s competitive pricing.
“This deal has been around for a long time and is incredibly popular with loyal customers,” Talbot explained. “But we’ve never shown its value quite this clearly before.”
According to its latest earnings report, Domino’s posted 3.4% U.S. same-store sales growth last quarter. Executives credited the brand’s leadership in advertising spend for helping it stay visible and competitive, even as the entire QSR industry navigates a more cautious consumer landscape.
“The key difference with Domino’s,” CEO Weiner said during the earnings call, “is that when we talk about value, we’re going on offense. We see it as a growth opportunity—others are just trying to survive.”
With this new campaign, Domino’s isn’t just reminding consumers of a reliable deal—it’s reshaping how value is perceived in fast food, one comically tiny burger slice at a time.
