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Top 6: November 24th 2010

Domino's: Dominos Behind The Pizza

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Top 6: November 24th 2010
The latest campaign for Domino’s Pizza employs transparency to help dispel what appears to be incorrect perceptions from much of its potential audience – the idea that cheese on its pizza is not natural, or made from processed ingredients. The campaign developed by Crispin Porter, +Bogusky, Boulder whom worked with Third Street Mining Co. Director Neil Tardio to take a real focus group to a Wisconsin countryside, listen to their perceptions of Domino’s ingredients, and rig up the focus group room to ultimately reveal that they are on the Wisconsin farm of one of Domino’s suppliers of natural milk and cheese. Much like W+K’s spots for Old Spice, these spots were shot single take, with no second chance to correct or re-shoot unexpected reactions.

These particular spots within the ‘Behind the Pizza’ campaign will be followed by spots demonstrating where other Domino’s pizza ingredients – including spinach and tomatoes – come from. It will also be accompanied by a game – titled ‘Behind the Pizza’ – that will take players ‘on an interactive journey with 10 Domino’s ingredients. You’ll see real farms, discover real stories, and earn points toward real Domino’s rewards – which you can keep for yourself or give to a friend.’ The game will be available on October 29th.

We found this campaign to offer a sense of honest admission regarding customer (or non-customer) perceptions of Domino’s offerings, as well as (seeming) transparency into some of their ingredients’ non-processed origins. It also employs the latest hot-topic – gaming – to educate customers regarding their ingredients, and to incentivize customers to redeem earned points towards Domino’s products.
Credits Other credits

Group Executive Producer: Ivan Perez-Armendariz

Integrated Producer: Chris Mele

Junior Integrated Producer: Jeff Macke, Erin Larsen

Development Partner: RESN

Assistant Director: Rob DeBakey

Executive Producer: Brant Barger

Senior Integrated Producer: Julie Vosburgh

Editor: Glen Montgomery

Associate Technical Director: Joseph Corr

Associate Experience Director: Noel Franus

Content Management Supervisor: Evan Russack

Content Supervisor: Alex Ames

Content Manager: Christine Leseman

Assistant Content Manager: Greer Gonerka

Associate Business Affairs Manager: Kate Currier

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