Domino’s definitely seems to be getting more and more confident about its improvements to its pizzas. This includes both the changes to the crust, sauce and cheese blend we posted about a couple of months back, as well as the actual visual appeal of the pizzas coming out of the restaurants across the nation.
So what does a brand like Domino’s decide to do at that point? Well, launch another ad campaign centered around showcasing the “realness” of the brand, essentially reinforcing to consumers how much of an open book the brand is and how proud of their recent changes they are.
The contest, referred to as ‘Show Us Your Pizza’ also integrates a contest with the campaign, allowing users to submit photos of their pizzas for a chance to win $500 if their pizza photo is used in an ad.
The program is tied in with Facebook and is currently awaiting the 3rd assignment to be pushed out to Facebook fans who have “Liked” the brand. Appears that they have over 5,000 of those right now, which of course is good for the brand as they can now continue to market directly to those fans through Facebook in the meantime.
Another facet of the campaign is that according to the article linked to above on AdWeek, the campaign is also a response to “Web sites like “This Is Why You’re Fat” that show unflinching photos of real food orders that contrast with the more idyllic images found in advertising.”
I’m not going to lie, as a bunch of foodies here at HQ, a number of us find our way to that site quite often and I’m sure a lot of other people do too. Some of the stuff you see on there
DEFINITELY
looks nothing like what it does in ads, no matter how crazy a dish might be.
Given that the brand is apparently paying attention to what’s going on over at This is Why You’re Fat, I’d say the next evolution in this campaign is seeing what the craziest pizza someone could actually come up with is. I can think of a few Quakers who might see what they could come up with.
Either that, or Domino’s brings back the Noid!
Anyone want to start petitioning for that with me?
Tags: advertising, branding, food
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