Rally 2025

Client: Domino's Pizza UK & Ireland

Liverpool, UK

Rally 2025 was the largest internal event in Domino’s Pizza UK & Ireland’s (DP) history. A three-day, 2000-person takeover of Liverpool designed to celebrate the people who built the business to reach its first 40 years, while energising attendees to achieve even more success in the next 40!

The brief was to bring the DP Franchisees and store teams together to celebrate the incredible achievements of the last 40 years and set the scene for exciting times ahead.

With its iconic waterfront setting, the scale and flexibility of the combined space across world-class venues, and the ease of accessibility for attendees, Liverpool was the perfect location for DP to host their celebration.

Creatively, the event identity was anchored in the 1980s - the era it all began. The event identity ran through everything, from the opening film to custom event merchandise. Every detail was considered, with clever touches such as cassette box sleeves doubling as dinner menus. The design and feel felt authentic, with consistent messaging and visuals playing a vital part.

The event programme was created to sustain high energy throughout. The day started with everyone together and chanting in unison “Sell more pizza, have more fun!”. A live fastest pizza-making competition, a 50+ stand supplier exhibition, interactive innovation showcases and a replica of DP’s very first store delivered a tangible and immersive experience. The evening raised the bar further, with a Hollywood star hosting the awards, a band of pipers opening dinner, and a 360-degree DJ booth descending from the ceiling for a high-profile DJ to close proceedings.

Rally 2025 was meaningful and memorable for everyone involved and a celebration in every sense. The event did exactly what it set out to do - everyone had more fun than ever and went home to sell even more pizza!