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SHOW US YOUR PIZZA
CRISPIN PORTER + BOGUSKY, Boulder / DOMINO'S PIZZA / 2012
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On the heels of one of the most successful advertising campaigns in history -- Domino's Pizza Turnaround -- we were tasked with continuing to stimulate trial of a product and offer that hadn’t changed in six months, while broadening and deepening Domino’s new honest and transparent position. We’d already reinvented our core product and introduced a new, better pizza. We’d reinvented the brand’s voice. The logical next step was to reinvent the category itself around our product and values. We started with how we presented our food.An entire industry exists around making food look better in commercials than it does when it’s on your kitchen table. Every fast food chain and all of our pizza competitors used it. The problem is none of the food styling, professional lighting, or other tricks do anything to make the food actually taste better. Domino’s, on the other hand, had done something to make their food taste better. Holding hands with our clients, we took a deep breath and decided to eschew appearance-enhancing food photography and shoot our pizzas au natural, just the way they come out of the oven. The results were more delicious than we expected.The campaign yielded a 427% return on investment. Customer response was incredible with 11,460 photos uploaded, over 7,000 site likes, thousands of individual photo likes, over 288,000 views of our documentary: “Pulling the Cheese: Secrets of the Food Photo World.” It led to a positive change in taste perception of 7.3% and a quality perception change of 9% over the same period of the year prior over the prior. We also saw a 10.3% increase in the likelihood to recommend for this period over the prior year. 2010 domestic same store sales increased in Q3 by 11.7% and Q4 by 6.3% over the same quarters in 2009. DPZ’s stock also rose in value by over 23% over the course of the campaign.
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