The Homa Files

TakeAway: Domino’s admitted its old pizza was lacking (to put it politely) and introduced a new recipe by revealing it to its staunchest critics.

The company continued the transparency theme by encouraging customers to alert Domino’s when the pizzas they ordered were not up to par.

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Excerpted from AdAge, “Domino’s Talks Radical Authenticity” By Abbey Klaassen, October 28, 2010

It was arguably one of the riskiest marketing campaigns of all time — so how, exactly, did Domino’s get its “Oh Yes We Did” campaign, which touted a revamp of pizza by admitting the previous version was terrible?

“We had to do something” because sales were so bad, said Domino’s CMO. 

“New and improved” campaigns typically feel cliché and disingenuous.  So Domino’s looked at what was going on in the news and culture and launched it under a new guise: radical transparency.

So far, the company has seen only positive results; most recently, its third-quarter same-store sales were up 11.7%.

Additionally, the “Show Us Your Pizza” campaign, in which Domino’s asked customers to take their own photographs of the food to be used in ad campaigns, has resulted in 13,000 submissions. Domino’s also responded in ads to customers whose photos showed a pizza that didn’t arrive photo-ready.

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Full Article:
http://adage.com/ideaconference/article?article_id=146782

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This entry was posted on November 15, 2010 at 6:19 am and is filed under Mktg - Brands, Mktg - Consumer Behavior. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.