Domino's Pizza's Pizza's “Pizza Turnaround” campaign won a Grand Prix at the New York “David Ogilvy Awards for Excellence in Advertising Research.”
The award-winning fast food chain won the prize for a “turnaround” plan that has permanently changed consumers' perceptions. The central element of the communication campaign is transparency, with which Domino's also allowed critical voices and admitted mistakes.
Every year, the David Ogilvy Award rewards campaigns that contribute significantly to business success through effective use of advertising research. The jury rewarded the efforts of Domino'sto change consumers' negative perceptions of their food and openly admit that Domino's food has not always met the highest standards in the past.
Supported by Crispin Porter + Bogusky and Millward Brown, the restaurant chain collected feedback from consumers from focus groups and Twitter for their campaign. Critical consumer statements were also used in advertising materials, such as the comment that the chain's pizzas lack every taste.
“The old way of twisting things doesn't work anymore,” says Domino's CEO Patrick Doyle. “In the future, great brands will need honesty and transparency on a scale never seen before.”
The campaign
Pizza turnaround in the Domino's video on youtube
All winners
2011 ARF David Ogilvy Awards for Excellence in Advertising Research
spring
www.warc.com: Domino's Triumphs at Ogilvy Awards (article in English)