During the lockdown, Domino’s was losing orders and market share, reflecting the rapid growth of Deliveroo and other heavily advertised rivals. This case describes how Domino’s responded when social gatherings were resuming in mid 2021 by investing in communications, in which distinctive audio branding – a yodel – featured in scenes of friends enjoying Domino’s pizza. To create high awareness, galvanise participation and activate demand, a wide variety of channels and formats were used. Those communications cut through and the yodelling engaged the target audience. Brand metrics improved, orders were 2.7m higher and market share experienced rapid growth.