Domino’s Recruits Retta of Parks and Recreation for ‘Treat Yo Self’ Pizza Campaign

​Domino’s has teamed up with Retta, letting customers know they can 'Treat Yo Self' any day of the year, this time to Specialty Pizzas, including the brand’s new Spicy Chicken Bacon Ranch Pizza.

The campaign, which includes creative starring NBC and Parks and Recreation star, Retta, was directed by Oscar-nominated Ted Melfi. The creative shows two Domino’s employees rattling off pizza names and eagerly baiting Retta into joining their rendition of her iconic bit. In the end, Retta gets her Specialty Pizzas for just $9.99 each and the employees finally get the 'Treat Yo Self' they’ve been waiting for.

This is the first work to leverage Domino’s new brand refresh which includes the new jingle featuring Grammy Award Winning artist Shaboozey, new colours, new font, new packaging, new uniforms, new voiceover talent and a new music direction.

"Domino's Specialty Pizzas help put the 'mmm' in 'Dommmino's,' and our Spicy Chicken Bacon Ranch Pizza is no exception," said Kate Trumbull, Domino's executive vice president, chief marketing officer. "Typically, specialty pizzas come with premium prices, but at Domino's, we've proudly partnered with the 'Treat Yo Self' queen, Retta, to tell customers they don't have to wait for a great deal to treat themselves to our most delicious, craveable pizzas – they're $9.99 every day of the year!"

Domino's and Retta have teamed up on TV ads to let customers know that now they can treat themselves to Specialty Pizzas any day of the year. 'Treat Yo Self' became an iconic catchphrase from NBC's hit sitcom 'Parks and Recreation' – originating from a 'Treat Yo Self' tradition in which Retta's character, Donna Meagle, indulges in luxurious items like clothes, massages, fine leather goods, and more for one day each year.