Domino’s
In 2009, Domino’s pizza wasn’t the best tasting pizza. Out of all the pizza chains it was ranked way down there at the bottom, even with Chuck E Cheese’s pizza. So business wasn’t good and a number of stores were on the brink of closure. The decision was made to revamp the pizza recipe. Instead of saying new and improved, we had Domino's first take bold action – to admit that their pizza wasn’t good. In other words: tell the truth. This refreshing and brave approach proved instrumental in the turnaround of this great American brand.
I had the privilege of overseeing creative for Domino’s from 2009 to 2019. During that time the stock price of Domino’s went from $8 to $320. When people ask, “how did the Turnaround happen?” I tell them it was because of the special partnership we have with Domino’s. It truly is a relationship forged in trust, collaboration and mutual respect. It will go down as a client/agency relationship for the ages. One that continues to today.
Paving for Pizza
Actions speak louder than words. And when your brand is the ambassador of pizza you will do whatever it takes to protect it. Even if it means paving thousands of pizza-destroying potholes across America. And that is just want we did.
Make it easy and fun to order pizza.
To Domino's, pizza is magic. So, it would make sense that they would do everything in their power to make sure it gets in the hands and mouths of those who want it. Like tweeting your order, texting with an emoji, or using your smart tv and smart watch. Or, as in the case of The Domino’s Wedding Registry, on their wedding day. Because seriously, who wants a gravy boat when you can have Domino’s?
The Domino’s DXP
Of course the pizza delivery experts would design and build a proprietary delivery vehicle. Right? Fearlessness and commitment brought this vehicle to the streets. And a custom pizza oven kept the pizza warm the entire trip.
Client: “We should run an ad that reminds people about the Domino’s Pizza Tracker.”
Us: “Cool. What if we use the famous scene from Ferris Bueller’s Day Off to tell a story about Tracker?”
Client: “Cool. Let’s do it.”
Us: “We’re going to need to license all the original music from the movie.”
Client: “Of course. It has to be great. Let’s do it.”
Us: “It should have a cameo from one of the original characters. How about Cameron? Allan Ruck.”
Client: “We love Allan Ruck. Let’s do it.”
Us: “Yeah, and our lead needs to be recognizable. How about that guy from Stranger Things? Joe Keery.”
Client: “How much money do you think we have for this? Just kidding. Great idea. Let’s do it.”
My part was the easy part. Domino’s really did all the hard, brave work. This spot was a lot of fun to make. Not only did it have a positive effect on sales, but was analyzed and well-received by fans of the movie.
Thanks for stopping by. I’m proud of the work you see here. You’ll notice that I use the word “we” in the descriptions. That’s because I didn't produce this work alone. Often, I had the help of a talented writer, photographer, strategist, account person, producer, media manager, tech person, developer, traffic manager and facilities administrator. Enjoy.