It’s a bird! It’s a plane! It’s a… Domino’s submarine? In its latest publicity stunt, the fast food company created a state-of-the-art underwater pizza delivery submersible and brought it to a place that is no stranger to bizarre underwater phenomena: Loch Ness, Scotland.

The submarine stunt

Domino’s unveiled the submarine in a short promo video that showcases its capabilities while delivering a pizza to two actors posing as a couple camping on the shores of the Loch. According to the video, the vehicle boasts a 300-horsepower engine, reaches speeds of up to 45 miles per hour, and can jump 16 feet into the air. Don’t believe us? Check it out for yourself:

The evolution of Domino’s marketing

Unconventional marketing tactics are nothing new for Domino’s. From using a robot dog to deliver pizza to collaborating with wine companies, the company often thinks outside the box to get publicity – and frequently uses technological innovations to do so. Not only has the brand recently used robots and submarines to make deliveries, but back in 2016, it became the first pizza company to make a pizza delivery with a drone.

Other stunts have served more useful purposes: in 2008, the company invented the “Pizza Tracker,” an innovative app that allows customers to track the progress of their pizza – a groundbreaking development for fast food chains. And in 2018, it launched the “Paving for Pizza” campaign, an initiative to fix potholes in U.S. cities by covering them with the Domino’s logo and the tagline: “Oh yes we did.”

Since the chain’s “Turnaround” campaign was launched in late 2009, the company has grown remarkably, becoming the largest pizza chain in the world. Now a global franchise spanning across 90+ countries with over 20,000 locations, Domino’s is on track to open an additional 175 stores this year. So, if sales are any indicator, it appears those ridiculous marketing strategies are paying off.