According to a news report from, “Domino’s Pizza UK and Ireland is gearing up for a multi-million pound advertising blitz in the second half of 2007, in a bid to push sales in the final quarter of the year.”

“It will kick off with the launch of the “Scrummy” pizza, which has a topping that includes six different types of meat. It is to celebrate the Rugby World Cup this September, and is aimed at men watching the tournament,” said the story. “The campaign, which will break in August, will be supported with TV ads featuring Leicester Tigers and Samoan rugby star Alesana Tuilagi. The Rugby campaign comes ahead of a major push in the last quarter of the year that aims to drive sales further than the same period last year.”

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