• My basket
    Quantity
    Price
  • Your Shopping Basket is empty.

Total — £ (ex. VAT)

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.