Domino's: Show Us Your Pizza
Agency: CP+BClient: Domino'sProduct: Domino's new and improved pizza
Objectives
We were tasked with extending Domino's award-winning Pizza Turnaround campaign and increasing Domino's same-store sales by two percent in 2010. We were also asked to move brand perception, especially in the areas of taste, awareness and market share, as measured in Domino's Brand Tracking Study. Domino's also expected our advertising to exceed category norms for effectiveness as measured by Millward Brown. The original Pizza Turnaround campaign launched on December 27, 2009. Show Us Your Pizzalaunched on July 5, 2010....