The creative agency VCCP has created a new campaign for Domino’s encouraging people to turn their back on one evening and bravely say “nah, I’m chilling”. Reassuring them that they are good right where they are and proclaiming that Domino’s is indeed ‘The Official Food of JOMO’; The Joy Of Missing Out.

These are the moments which are free from obligation, where we get to choose everything and anything we want, and depicting true JOMO – Joy Of Missing Out.

Emily Somers, CMO, Domino’s said: “Domino’s occupies a special place in people’s hearts and minds and on any given evening, millions of us across the UK like nothing better than settling in for a night in with friends, family and our favourite pizza. But as a culture, we’re told the opposite – that we should be out there doing something else, being busy all the time. JOMO is our antidote to this phenomenon and exults the specialness of the night in. We’ve worked closely with VCCP to develop this next instalment of our Official Food of Everything campaign.”

Sam Heath, Creative Director, VCCP added:“When you boil it down, what a lot of brands spend their time doing is getting you to carpe-the-diem. We relish the opportunity to do the exact opposite – celebrating a night in with Domino’s as an active choice. If you’re suffering from FOMO, then JOMO is your less pretentious, more relaxed remedy – I mean, I know where I’d rather be!”

The first spot will be aired  during the Great British Bake Off final on Channel 4  and  will run across TV, Radio, Content,  Social, Digital Display, Menus, CRM.