Every winter, millions of people are impacted by snow covered roads and this past winter was looking especially bleak with a snow plow driver shortage in the U.S. Many towns were left with no way to clear the roads, no way to get to work… and most importantly, no way to get hot pizza. And at Domino’s, we believe nothing should get in the way of hot pizza. That’s why Domino’s launched Plowing for Pizza, a campaign to plow unplowed roads across the U.S., so customers could carry out a hot pizza, no matter the weather. It’s the spiritual successor to the multi award-winning Paving for Pizza campaign which filled potholes across the U.S., once again proving the brand’s belief that nothing should stand in the way of hot pizza.

Last winter, Domino’s plowed unplowed roads across the country so their customers could carry out a hot pizza, no matter the weather. To kick off the action, Domino’s wrapped and branded a snowplow that cleared roads in Manhattan, MT.

To help more cities in need of snow plowing, Domino's invited people to nominate their town on the Plowing the Pizza website.There were close to 27K nominations from 7,400 unique zip codes across all 50 states. It earned over $28 MM in free media coverage and more than 1 billion earned media impressions. In total, Domino’s gave 20 towns $25K each in grants.

Domino’s took the simple insight that snowy roads prevent customers from getting pizza and were able to turn it into an action that helped local governments across the country plow unplowed roads. Or as a news anchor from Vineyard, UT said “Yes you heard right a pizza company is helping to plow roads.”

Our PR outreach spanned national and local news and was supported with TV spots, key images and a branded asset kit. Our key message focused on driving customers to nominate their town for a grant Plowing for Pizza landing page.

This past winter, Domino’s went above and beyond for their customers by plowing unplowed roads across the country. After kicking off the action by wrapping and branding a snowplow that cleared roads in Manhattan, MT, Domino’s opened up submissions for people to nominate their community if it was in need of plowing assistance. People could easily submit their town for a chance to receive a $25,000 plowing grant by entering the zip code on the Plowing for Pizza microsite, which also provided more info about the campaign. In total, 20 towns received $25,000 each from Domino's, equaling half a million dollars. All so people could get hot pizza, no matter the weather.

-The Plowing for Pizza landing page saw close to 27K nominations from 7,400 unique zip codes across all 50 states.

-Local governments rallied their residents on social media to get more nominations.

-The campaign earned over 28 million dollars in free media coverage.

-Garnered more than 1 billion earned media impressions.