Peterhead Opening, Good Neighbour Activation
Domino’s wanted its Peterhead opening to feel like a neighbour arriving, not a chain moving in. By tapping into the town’s fishing heritage and partnering with Fishermen’s Mission, we turned a standard launch into a human, local story that built trust and positive sentiment from day one.
The Potential
New store openings can attract noise and negativity. Domino’s needed to show up differently. Not as a chain arriving, but as a neighbour joining the community. The goal was to highlight the real benefits a new store brings, from jobs and training to local partnerships.
The Insight
Communities back brands that back them. Local credibility is earned through action, not announcements.
The Idea
Ahead of the Peterhead launch, we rooted the story in the town’s fishing heritage. We partnered with the Fishermen’s Mission and arranged a job swap between the store manager and local fishermen. It was simple and human. It celebrated local identity while showing Domino’s commitment to being useful, present, and respectful. We supported it with a focused regional media plan, press-ready assets, and interviews to drive coverage across broadcast, print, and online. It also included a fundraising element to deliver real impact beyond the headlines.
The Impact
Strong regional coverage supported the opening and helped frame the launch in positive terms, spotlighting employment,training, and community partnership.
The activation created a story people could feel. It honoured the fishing community and positioned Domino’s as a brand that listens first, then acts. £2,000 was raised for the Fishermen's Mission, contributing valuable funds to support those in the community, opening the doors to a potential long-standing partnership.
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