How Dodo Pizza runs one campaign across 13 countries — without running the same promotion twice

How Dodo Pizza runs one campaign across 13 countries — without running the same promotion twice

Rather than pushing a single global mechanic, the chain gave each market a toolkit and let local teams fill it in — from collectible sticker albums and match-day discounts to limited-edition national-team packaging.

June 2026 — International pizza chain Dodo Pizza launched a football-inspired international marketing campaign across more than 100 restaurants in 13 countries. Instead of issuing one execution to all markets, Dodo’s international team built a flexible creative platform covering collectible character albums, match-day happy hours and limited-edition packaging — and gave local teams the authority to choose what fits.

Customers in Spain, Uzbekistan, Azerbaijan, Nigeria and Kyrgyzstan collect character stickers with every order and complete a football-inspired album for prizes. Eight other markets — UAE, Türkiye, Bulgaria, Serbia, Slovenia, Lithuania, Mongolia and Indonesia — join the campaign through locally selected mechanics.

“Football is a shared cultural language, but the way people watch, celebrate and order food around it differs from country to country. Our goal was to give local teams a strong creative platform they could make their own — from combos and collectible mechanics to packaging, promotions and prizes,” said Ekaterina Bochkareva, International Marketing Manager at Dodo Pizza.

What’s in the toolkit

The collectible album. Customers receive an album and a character sticker with each order. The album features 10 original characters created by Dodo Pizza. Guests who complete the collection are eligible for prizes selected by their local market — including football tickets, limited-edition merchandise, free pizza or gifts from local partners.

National-team packaging. In Nigeria and Uzbekistan, Dodo has produced limited-edition pizza boxes featuring illustrated football players in colors inspired by each country’s national team.

Match-day happy hours. Select markets are offering discounts of up to 20% during match windows, alongside football-inspired combo packs developed around local product preferences.

“Our approach to international marketing is built on balancing global consistency with local relevance. The central team creates scalable concepts and a clear activation framework, while local operators tailor the execution to market dynamics and their commercial priorities. This model allows us to move faster across multiple countries without treating them as identical markets,” said Ilya Kholodnov, Head of International Marketing and Sales at Dodo Brands.