Ann Arbor, MI-based Domino’s Pizza has extended its contract with U.S. agency of record WorkInProgress (WIP) through 2027, following what the company called “four successful years together.” 

The independent agency, based in Boulder, Colorado, will lead strategic and creative duties spanning all brand touchpoints, which now includes social AOR duties.  

“We have one of the rarest agency partnerships in the history of our industry,” stated Domino’s CMO Kate Trumbull. “WorkInProgress’ team, many of whom have worked on the brand for more than 10 years, brings both institutional knowledge and a relentless work-in-progress passion to keep taking bold action and making breakthrough advertising that never stops.” 

Examples of the agency’s work include Partnering with Netflix’s “Stranger Things” to develop a new “mind ordering” app that let users order pizza without ever touching the screen, just like Eleven in the show.  

The agency also created the “Emergency Pizza” campaign, a buy one-get one later promotion which included partnering with NFL star Stefon Diggs to give away $1 million in free Emergency Pizzas to fantasy football managers who drafted him only to have their seasons ruined by his injury in week 8 of the 2024 season.  

The Emergency Pizza effort also tied into the world of Netflix’s hit show “Squid Games.”  

Various iterations of the Emergency Pizza campaign garnered over 5 billion earned media impressions, the most in the company’s history.   

“We obsess over the brand like it were our own company,” said Matt Talbot, co-founder and chief creative officer at WorkInProgress. “After all, we’re a small business just like the hundreds of Domino’s franchisees that we serve across the country.” 

According to Domino’s, all those small franchises stack up to be the largest pizza company in the world with over 21,000 stores in 90 markets globally. The firm had over $19 billion in retail sales in 2024. 

GroupM's Mindshare handles media planning and buying for the company.