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Domino's "Pizza Turnaround" Campaign

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  • 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.
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    CASE STUDY
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    THE DOCUMENTARY
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    THE PIZZA TURNAROUND PT. 2 "AT THE DOOR"
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    DIGITAL EXTENTION
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    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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