Domino's: Show Us Your Pizza

Agency: CP+B
Client: Domino's
Product: 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 Pizza launched on July 5, 2010.

Strategy

Though Domino's had asked us to introduce their new pizza, we believed we had a much bigger opportunity: to reinvent the brand. To that end, we'd reinvented our core product and introduced a new, better pizza. We'd reinvented the brand's voice to be unexpectedly honest and transparent. How could we continue to stimulate trial of a product and offer that hadn't changed in six months, while further establishing Domino's new position?