Domino's Launches CHICK 'N' DIP Campaign Using Absurdist Characters to Represent Dips

Domino's has introduced a new chicken product line called CHICK 'N' DIP across approximately 1,400 UK locations. The advertising campaign, developed by agency VCCP, features surreal characters that embody each of the nine globally inspired dips, such as Mexican wrestlers for Mexican Mayo and a samurai cat for Katsu Curry Dip. The approach aims to communicate sensory experiences and enhance memorability for the sub-brand while maintaining connection to the parent company. Marketing director Harry Dromey noted the strategy increases visibility in a growing food category. The visual identity was created by Domino's in-house Big Dip Studio, drawing from travel and street-food influences.