Cannes Lions

PIZZA

CRISPIN PORTER + BOGUSKY, Boulder / DOMINO'S PIZZA / 2010

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Overview

Entries

Credits

Overview

Execution

Domino's was pigeon-holed as “mediocre pizza delivered fast.” To disarm people’s reluctance to believe, we settled on a single, powerful concept: we listened. We created a campaign based on the simple notion that instead of running from criticism of our product, we listened to it, responded, and created a better pizza. To prove it, we used footage of Domino’s management watching real focus groups providing honest, yet blunt feedback on our old pizza, reading complaints about our product from online forums, Twitter feeds and blog posts.We launched with high-profile TV placements in each round of the NFL Playoffs, American Idol, and Primetime premieres to raise mass awareness. TV, online banners/video and OOH drove traffic to Pizzaturnaround.com, which served as a social media hub featuring long form videos on the new pizza and a real-time chatter feed that captured user comments on the campaign from YouTube, Twitter and Facebook.

Outcome

Post launch, several Domino’s stores have reported running out of pizza boxes due to the increased demand. To date, the campaign has generated over 1.2 billion earned impressions via coverage from CNN, Fox News, a multitude of news outlets and the likes of Jim Cramer, Stephen Colbert and Jay Leno. The revamped pizza and our transparent advertising approach helped Domino's more than double its Q4 profits. DPZ’s stock has shot up from $7 to $14 in the last four months as well.Did we actually listen to our harshest critics and make our best pizza ever? Oh Yes We Did.

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