Made Domino’s the unofficial food of Euro 2016 and reached key football fans by collaborating with the official England cap manufacturers Toye & Co. and former England boss Kevin Keegan to ‘cap’ Domino’s debutants ahead of the tournament. Over 600 pieces of coverage made it the most successful recruitment drive in Domino’s history, generating an 81 per cent share of the Euro 2016 conversation in the QSR category and driving a 72 per cent increase in job applications.