In Brief

The latest campaign for Domino's Pizza employs transparency to demonstrate the natural origins of their ingredients.

The latest campaign for Domino’s Pizza employs transparency to help dispel what appear 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 features a TV spot developed by Crispin Porter, 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.

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