1. Pizza Hut and The Simpsons

2. Objectives Reverse poor sales performance 1 3 months activity

3. Objectives Reverse poor sales performance 1 Be the biggest in delivery 2 3 months activity

4. Family mealtimes For families, a takeaway not a planned event Spontaneous ‘emergency family meal’ decision By 4pm, 62% of mums haven’t yet planned dinner Source: Food Marketing Institute 1

5. All about recency The winning company will have their phone number ‘within arms reach of desire’ Family meal decisions are made on impulse between 5pm and 7pm 1

7. How Domino’s communication model works 2 330 Franchisees Simpsons sponsorship 7pm SKY ONE Collective marketing budget Telephone orders

9. Let’s break it! 2 330 Franchisees Simpsons sponsorship 7pm SKY ONE Collective marketing budget No thanks, I’m full!

10. Clear impact on calls from idents Ad Break Ad Break

11. Value Creation – brand

12. Value Creation – brand Delivery sales +5% YOY Restaurant sales also benefiting +6% YOY Simpson’s Sponsorship Starts

13. Value creation : brand “ The Simpsons certainly helped with our stock flotation” - Steven Hemsley, Chief Executive, Domino’s Pizza

14. Value Creation - brand Simpson’s Sponsorship Starts £4m wiped from Domino’s value