NEWS
Crispin Porter + Bogusky Launches a (Fairly) Ballsy Campaign for Domino's
If you’ve tasted Domino’s pizza in the last five years or so, you know it’s missing one of the most important things a great pizza should contain: flavor. But like any smart company, Domino’s has been paying attention to what you’ve been saying about their pizza all over the web – and they’ve decided to make a change to their pies for the better.
Instead of simply advertising the new recipe in some forgettable way, Domino’s along with Crispin Porter + Bogusky, Boulder developed a campaign called The Pizza Turnaround – boldly stating that Domino’s pizza was crap and that they’re here to repair the damage and make people happy to eat their pies once again. You can follow the story on PizzaTurnaround.com and read more about the campaign on Dave Rolfe’s Posterous.
This is what makes CP+B in such high demand, by the way. They get involved at the root level of the brands they work on and successfully affect the business for the better, not just the advertising.
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I think this is a great briefing document, but it’s really just a sizzle film, isn’t it?
“Most companies hide the criticisms that they’re getting…”
This is the same company that sued Papa John’s a few years ago because they (PJ’s) pointed out that they used better ingredients, and made a better pizza.
Domino’s has known, for years, that their pizza is shit. They essentially admit it in the video, talking about how their ingredients now have flavor.
This comes off as too little, too late, but we’ll see what happens.
What I’m interested in hearing (or seeing) is how they go about ensuring this new recipe gets replicated in their stores. The cooks and chefs in this video aren’t going to be the ones making my food, the punk kids with an attitude working for pocket change will be.
Believe me, they don’t care about making the best pizza.
It’d be smart of CP+B to make a similar video about the quality control aspect of the business.
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