Domino's: Pizza Turnaround

Domino's a new pizza that scored better in taste tests than any they'd ever made. But 50 years of pushing speed and efficiency had eroded the brand's reputation for taste.

Domino's: Pizza Turnaround

Crispin Porter + Bogusky

SUMMARY

Domino's came to us with a new pizza that scored better in taste tests than any they'd ever made. But 50 years of pushing speed and efficiency had eroded the brand's reputation for taste. We had a great new product we knew our battered brand would struggle to credibly announce. Our solution: Invite and even amplify the criticism. To disarm people's reluctance to believe, we built our campaign around the criticism itself – listening to it, responding, and ultimately, creating a better pizza. The resulting campaign, which launched December 27, 2009, exceeded...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands