Case Study: Domino’s Pizza of Canada boosts pan pizza sales with LG2’s Trade Secrets social campaign

Domino’s Pizza of Canada boosts pan pizza sales 45% year-over-year with Lg2

Domino’s Pizza of Canada, a major pizza chain, faced the challenge of promoting its lesser-known Pan Pizza menu item. To address this, the company worked with vendor LG2 on a strategy and content campaign to leverage the popular social media trend of secret menu hacks and increase awareness.

LG2 created the "Trade Secrets" campaign, which asked consumers to share their favorite fast food menu hacks in exchange for a 50% discount on the Pan Pizza. The solution included targeted social media engagement on TikTok and Meta, along with outdoor advertising. The campaign was highly successful for LG2's client, resulting in an engagement rate 150x above Domino’s norm on Meta, thousands of new social followers, and a 45% year-over-year increase in Pan Pizza sales.

Domino’s Pizza of Canada