Domino’s appoints PR agency to launch chicken spin-off

Earnies has been appointed by Domino’s to handle PR for Chick ‘N’ Dip, following a competitive pitch process.

The agency was briefed to devise a launch campaign for the Domino’s sub-brand, which offers chicken tenders, wings and boneless bites, alongside nine different dipping sauces inspired by different global cuisines.

Earnies kicked off its work for Domino’s with ‘The Chick ‘N’ Dip Exchange’ – a pop-up in London’s Shoreditch inviting people to swap spare foreign currency in exchange for unlimited chicken and dips, with proceeds going to the Teenage Cancer Trust.

The campaign is based on the insight that our appetites dictate our travel, with eight in 10 (82 per cent) saying what they eat is an important part of their trip.

The agency told PRWeek UK it would continue working with Chick ‘N’ Dip on campaign launches throughout 2026.

Earnies founder Nikki Collins said: “Chicken is one of the most competitive and culturally charged consumer categories out there. Combining that with the global fame, legacy and fanfare of Domino’s, it was a piping hot brief we were delighted to serve up.”

Harry Dromey, marketing director at Domino’s, said: “Building a specialist chicken sub-brand is a different PR challenge to what we are used to, so we ran a pitch process to find the right partner.

“Earnies’ energy, passion and creativity shone throughout, and we are delighted to have them on board to spread the word about Chick ‘N’ Dip.”