In a world where marketing budgets stretch into the crores across LED billboards, high-budget influencer reels, and primetime television slots, Domino’s India has pulled off something extraordinary with a humble ₹1.35 oregano sachet, Which has now become a marketing case study.
This tiny, flavorful packet might seem like an afterthought tossed into every pizza box. But it’s not. It’s arguably Domino’s most effective marketing tool and it’s hiding in plain sight.
The Silent Salesman in Your Kitchen Drawer
Here’s how it works. Every time you order from Domino’s, you receive a few extra oregano sachets. You use one, maybe two. The rest end up in your kitchen drawer, fridge shelf, or spice rack. But they don’t go unnoticed.
Each time you open that drawer or peer into the fridge, those green-and-white sachets flash a silent reminder: “Pizza?”
This is top-of-mind awareness – a psychological phenomenon that brands spend millions chasing. But Domino’s has hacked it for pocket change.
“It’s a brilliant form of ambient marketing,” says brand strategist Richa Mehta. “Unlike ads that need to be actively consumed, this sachet just exists, nestled in your kitchen, silently working on your cravings.”
Memory, Scent, and Habit: A Perfect Marketing Case Study
The power of the sachet isn’t visual alone. The moment it’s torn open, it releases a potent mix of Italian herbs and dried garlic that instantly recalls your last cheesy indulgence.
That smell? It’s not just flavor-it’s memory.
And that memory often leads straight back to the Domino’s app.
“I’ve reordered just to use up those leftover sachets,” says 31-year-old Sahil Karia from Mumbai. “They’re addictive.”
Turns out, he’s not alone. The sachet, with its taste profile and branding, creates a subtle form of habit reinforcement, just like your favorite coffee mug or morning playlist.
ZOFF Picks Up the Thread
This psychological playbook is now inspiring other brands too. Spices and condiments company ZOFF (Zone of Fresh Foods) has taken cues from Domino’s to ensure their own products integrate seamlessly into daily life not just as kitchen items, but as mental triggers.
“We want ZOFF to live on your shelf, not just in your cart,” says a spokesperson. “When products become part of people’s routines, they stop needing reminders. That’s where true brand loyalty begins,” says Akash Agrawalla, Co-Founder at Zoff, who wrote this on LinkedIn.
By focusing on presence, routine, and recall not aggressive promotion, ZOFF hopes to build brand love the Domino’s way: quietly, effectively, and affordably.
Rethinking the ‘Big’ in Big Marketing
The oregano sachet strategy has marketers rethinking what makes a campaign powerful.
It’s not always about scale or spending. Sometimes, it’s about strategy and psychology.
“Visibility in the real world often beats visibility online,” says marketing consultant Ananya Das. “A sachet in someone’s kitchen has a longer shelf life literally and mentally than a 24-hour Instagram Story.”
It’s a reminder that great marketing doesn’t always have to shout. Sometimes, it just needs to sit quietly in your kitchen until you’re ready to listen…or order.
Also Read: The Business of Polo in India
