Domino’s
Reintroducing the 5-Cheese Mac & Cheese one noodle mascot at a time.
INSIGHT
If you’re going to break the rules…do it loudly.
Domino’s is famous for one food group. No explanation needed.
So when the brand set out to launch its first-ever mac and cheese in a category where competitors were already well established, it wasn’t just about introducing something new. It was about getting people to care about Domino’s version.
Because mac and cheese isn’t just another menu item. It’s personal. (Sometimes polarizing.) People have strong opinions about what it should be, how it should taste, and what counts as “real.”
And Domino’s didn’t exactly follow those rules – this was our opportunity.
Their penne-based, five-cheese mac and cheese stood out in a category defined by tradition. Instead of trying to win that argument, we flipped it. If people already have opinions… give them something really worth reacting to.
Because in social, attention doesn’t come from playing by the rules. It comes from breaking them.
IDEA
Introducing the rule breaking cheese-for-brains mascot.
Instead of defending the product, Domino’s leaned into what made it different — introducing Mac Scott, a cheese-for-brains, rule-breaking, 7 ft tall “personality hire”, existential contradiction of a mascot, who ignored both mac and cheese rules (and societal ones.)
The campaign played out as a social-first episodic content series, following Mac through mockumentary-style videos, lo-fi trends, and real-time chaos as he navigates corporate life and questions his own existence.
Built to feel native, reactive, and platform-first, the work didn’t feel like a campaign, it felt like a character people could follow.
The Internet Couldn’t Ignore the Noodle.
And Mac didn’t just show up. He opened the door for participation. His weirdness gave brands, creators, and fans something to play with — sparking co-branded partnerships, live appearances, activations, committed relationships, and even Halloween costumes.
What started as a product launch quickly became something bigger: a cultural moment people could step into, shape, and share. By leaning into entertainment over explanation, Domino’s turned a potentially polarizing product into something people wanted to engage with.
Squid Games
By leaning into cultural moments like Squid Games, Domino’s turned a launch into entertainment people wanted to participate in, not just scroll past.
Clock Man
Social success didn’t stop with Mac. It scaled. Clock Man became the #1 QSR post by engagement rate across the entire category, outperforming even Dunkin’s Sabrina Carpenter teaser.
Empire State Building
We even sparked some pretty unexpected partnerships: Olive & June, influencer Gaby Windey, and casually, the Empire State Buidling.
213
%engagement increase
442
%shares of organic content
10
knew followers in a single day
1800
%net follower growth
IMPACT
Proof that purpose drives participation.
The launch became one of the brand’s most successful on social, driven largely by organic engagement and participation.
Domino’s stopped acting like a brand on social and started acting like a participant in culture. And it worked. Because it turns out, when you break the rules…people pay attention. A lot of attention.
From launch campaigns to always-on content, we helped Domino’s achieve one of it’s hardest goals: becoming the #1 most beloved pizza brand on social and a top 5 most beloved QSR brand overall.
That calls for a celebration. Pizza anyone?
Related Work
