Garlic and herb ice dips to pepperoni facials: Channel 4 and Domino’s Pizza encourage relaxation in new branded entertainment tie-up

Channel 4 Sales is partnering with Domino’s Pizza on a new piece of branded entertainment, Pizza Spa. Guests enjoy tomato and pepperoni facials, pizza vastas, plus Garlic & Herb ice dips as Channel 4 go behind the scenes at the ultra-exclusive ‘Dough & Glow’, the world’s first food-themed spa retreat. Partnering for the sixth time with Domino’s Pizza Spa, brokered by Havas Play UK, will be live from the 22nd November on Channel 4’s YouTube, Facebook, Instagram, and TikTok platforms.

This one-off comic episode will follow Holly and Alex, a couple who are spending a weekend enjoying the luxuries of the pizza retreat, and meet Hoagy Nidd, the visionary behind it, who allows us to witness her leading a pizza gong bath for some of her guests.

The cast includes comedian Finlay Christie, the 2019 So You Think You’re Funny stand-up competition winner as Alex, Lydia Helen known for The Man Behind the Machine and upcoming Norse Game is bringing Hoagy Nidd to life, and Holly will be played by Jada Brevett a British actor, writer and director known for Vilaria. In addition, Amyn Haider will play one of the guests who experiences these treatments.

Pizza Spa is produced by Mother’s Best Child, commissioned by Channel 4’s digital commissioning executive Catriona White and digital commissioner editor, Charlie Hyland, and delivered by media agency Havas Media UK.

This latest project follows the award-winning branded content piece, This Man Pays To Be Treated Like a Pizza, which to date has had over 8 million views, and builds on previous creative partnerships between Channel 4 and Domino’s which includes Marriage Material, and Can Yodel Rap Make Its Way to Christmas Number One? It also adds to Channel 4’s social branded entertainment slate which includes Celebrity Send-Off with Co-op Funeralcare, Future Me with NICORETTE ® and Brooklyn State of Mind with Brooklyn Brewery amongst others.

Rupinder Downie, Content Solutions Leader at Channel 4 said: “We are proud to partner with Domino’s once more and build on a brilliant 2024 of branded entertainment projects from Channel 4 Sales. Pizza Spa perfectly highlights Domino’s treat-centric ethos and brings a new meaning to ‘comfort’ food.”

Catriona White, Commissioning Executive at Channel 4 said: “Working with Domino’s and Mother’s Best Child across our suite of bonkers social sketches is always a joy. This latest episode of Pizza Spa turned the dial once again in terms of creativity, seamless brand integration and pure social-gold silliness. Mother’s Best Child are best in class at understanding Channel 4’s digital audiences and exactly how to playfully bait them with a topic that could *almost* be real – and I can’t wait for our audience to enjoy the latest in this partnership.”

Harry Dromey, Director of Marketing at Domino’s UK said: “This is our sixth piece of branded entertainment made with Channel 4 and Mother’s Best Child. People don’t think deeply about their takeaway choices, so it’s essential Domino’s is top-of-mind to win sales. These films have huge bang for the buck because of their viral appeal, and they are a great way to get in consumers heads. I defy you to forget the pizza enema.”

Guy Davidson and Daniel Clarke, Creative Directors of Mother’s Best Child said: "These films are always so fun to make. We can only thank Domino’s and Channel 4 for letting our wildest dreams come true of creating the World’s first Pizza Spa. This collaboration is a perfect example of how brands can come together to turn bold, imaginative ideas into truly hilarious content that audiences love. If people watch this and don’t immediately crave a pizza facial, we’ll quit the biz."

Charlotte Steel, managing partner, Havas Media UK said: “This brilliant branded content stems from our ongoing content partnership with Channel 4 building on our successful collaboration with Mother’s Best Child on the Yodel Boiz content. The entertaining and timely content will help generate buzz and position Domino’s as the top takeaway brand in consumers’ minds.”