Domino's "Pizza Turnaround" Campaign

Domino's came to us with a new pizza that scored better in taste tests than any they'd ever made. But 50 years of pushing speed and efficiency had eroded the brand's reputation of taste. We had a great new product our battered brand couldn't credibly announce. Our solution. Come clean. Admit we'd made a bad pizza in the past, prove we'd listened to people's complaints, and given them a reason to believe us again. The resulting campaign yielded the largest quarterly same store sales increase in fast food history.
CASE STUDY
THE DOCUMENTARY
THE PIZZA TURNAROUND PT. 2 "AT THE DOOR"
DIGITAL EXTENTION
AWARDS:

YELLOW PENCIL - 2011 D&AD Awards in the Integrated/Earned Media Category

SHORTLIST - 2010 Cannes Lions Titanium Integrated

MERIT - 2011 One Show Interactive “Integrated Branding/360”

SILVER - 2011 Art Directors Club Integrated
SILVER - 2010 London International Awards in the NEW category
SILVER BULLET - 2010 Young Guns in Media
- This award helped CP+B win "Young Guns Digital Agency of the Year" award.
GRAND OGILVY AWARD - 2011 for Excellence in Advertising Research this week.

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