Earlier this year, Domino’s Pizza in Canada asked its social media followers to message the brand with insider tips when it comes to ordering at popular QSRs. In exchange, the whistleblowers got a 50% discount on Domino’s pan pizza, which is one of its lesser known menu items.

And now, the brand is sharing those user-generated ordering hacks with all who will listen on TikTok, Instagram and Facebook.

“The driving insight for the campaign came from social listening and research, observing how popular secret menus and menu hacks are on TikTok, Reddit and others,” Domino’s CMO Ken Harrison tells strategy. “Only a few weeks ago, the nephew of Colonel Sanders even shared a secret spice blend (which we had to comment on!), so it naturally made sense to use social as much as we could to get our message out there.”

Since the launch, “trade secrets” have been anonymously revealed in visuals featuring iconic menu items displayed in shadow. Additional secrets will be shared on the Domino’s feed over the coming weeks, but so far the activation has led to initial results with nearly 400 secrets shared to date.

@dominoscanada Have a fast food secret you want to share? DM us and we’ll trade you 50% off ours #DominosTradeSecrets ♬ original sound – Domino’s Pizza Canada

The initial campaign was launched on Sept. 5, when a mobile board was driven by high-traffic locations of various QSR brands in Toronto, with messages directly targeted to the different locations’ employees and customers.

“The mobile truck was another way to get even more fans, [who are] perhaps not as active online, to engage,” Harrison says. “With a campaign so rooted in social insight, we had to make sure the people who’d see it and interact with it knew that we were in on the joke and that we were one and the same.”

The campaign was rolled out with collaboration from agency partner LG2.