Pizza Turnaround
Award: Yellow Pencil
Yellow Pencil / Integrated & Earned Media / Earned Media Campaign / 2011
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 for taste. We had a great new product our battered brand couldn't credibly announce. Our solution: come clean. Admit we'd made bad pizza in the past, prove we’d listened to people's complaints, and give them a reason to believe in us again. The resulting campaign yielded the largest quarterly same store sales increase in fast food history.
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