The pizza chain regrets telling customers they’ll get a lifetime of free pizza if they ink themselves with their logo.

The Russian branch of Domino’s Pizza has done a U-turn on a promotion of 100 free pizzas for the next 100 years after too many people took part.

Hundreds of pizza lovers rushed to their nearest tattoo parlour and social media was soon flooded with photos of people with the logo inked on their hands, arms and legs.

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БУДУ ЕСТЬ ПИЦЦУ ВСЕГДА #доминоснавсегда

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Что не сделаешь ради халявы #доминоснавсегда

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Domino’s had to quickly change their promotion to the “first 350 people” within five days of it going live.

The ‘Domino’s Forever’ campaign had originally been due to last for two months.

The Moscow Times reports that those who managed to get tattoos before the offer was closed will still receive their pizza as promised.