In a groundbreaking move blending relaxation with the quirky indulgence of pizza, Channel 4 and Domino’s Pizza have partnered to create the world’s first ‘Pizza Spa.’ Guests at this exclusive retreat, aptly named ‘Dough & Glow,’ can luxuriate in tomato and pepperoni facials, Garlic & Herb ice dips, and the intriguingly named pizza vastas.
This one-of-a-kind branded entertainment piece, conceived by creative agency Havas Play UK, launched on 22 November 2024 across Channel 4’s social platforms, including YouTube, Facebook, Instagram, and TikTok. The campaign takes viewers behind the scenes at the whimsical retreat through a comic one-off episode, featuring couple Holly and Alex as they explore the spa’s eccentric offerings.
The Cast and Characters
The show introduces Hoagy Nidd, the eccentric ‘visionary’ behind the pizza-themed retreat, played by Lydia Helen, known for The Man Behind the Machine. Holly and Alex, the episode’s lead couple, are portrayed by Jada Brevett, a British actor and director, and comedian Finlay Christie, the 2019 winner of the So You Think You’re Funny competition. Adding to the hilarity, Amyn Haider plays one of the retreat’s guests, diving headfirst into the unconventional treatments.
From pizza gong baths to face masks slathered in marinara sauce, the episode’s playful narrative offers an over-the-top, tongue-in-cheek take on self-care culture.
A Proven Partnership
This marks the sixth collaboration between Channel 4 and Domino’s, following the award-winning This Man Pays To Be Treated Like Pizza, which amassed over 8 million views. Other notable projects include Marriage Material and Can Yodel Rap Make Its Way to Christmas Number One?.
Rupinder Downie, Content Solutions Leader at Channel 4, expressed her enthusiasm for the partnership:
“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.”
A Recipe for Viral Success
The episode was brought to life by production house Mother’s Best Child and commissioned by Channel 4’s digital commissioning executive, Catriona White, and digital commissioner editor, Charlie Hyland. Known for their sharp understanding of Channel 4’s digital audience, the creative team crafted a piece designed to toe the line between satire and reality.
White commented on the production’s unique appeal:
“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.”
A Deliciously Quirky Addition to Channel 4’s Portfolio
The Pizza Spa episode adds to Channel 4’s ever-growing slate of social-first branded content, which includes hits like Celebrity Send-Off with Co-op Funeralcare, Future Me with NICORETTE®, and Brooklyn State of Mind with Brooklyn Brewery.
With its outlandish premise and perfect blend of humour and brand messaging, Pizza Spa is poised to become another viral success, proving that sometimes the perfect recipe for relaxation really is a slice of pizza – or, in this case, a full-body pizza experience.
