Domino's Pizza: Show Us Your Pizza by Crispin Porter + Bogusky Miami for Domino's Pizza

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Domino's Pizza: Show Us Your Pizza

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Industry Fast food outlets & restaurants, Cafe
Media Film, Digital, Interactive & Mobile
Market United States
Agency Crispin Porter + Bogusky Miami
Chief Creative Officer Jeff Benjamin, Rob Reilly, Andrew Keller
Associate Creative Director Tim Eger, Matt Talbot, Sean Smith, Andrew Lincoln
Creative Director Craig Miller, John Kieselhorst
Art Director Andrew Lincoln
Copywriter Matt Talbot
Released April 2010

Awards

Clio Awards 2011
Content & Contact - Silver

Credits & Description

Category: Titanium and Integrated
Advertiser: DOMINO'S
Product/Service: PIZZA DELIVERY
Agency: CRISPIN PORTER + BOGUSKY
Date of First Appearance: Jun 28 2010
Entry URL: http://www.ShowUsYourPizza.com
Chief Creative Officers: Rob Reilly, Andrew Keller, Jeff Benjamin (CP+B)
Group Creative Directors: Tony Calcao (CP+B)
Creative Directors: Craig Miller, John Kieselhorst (CP+B)
Associate Creative Directors: Andrew Lincoln, Matt Talbot, Sean Smith, Tim Eger (CP+B)
Copywriters: Matt Talbot (CP+B)
Art Directors: Andrew Lincoln (CP+B)
Managing Director of Interactive: Winston Binch (CP+B)
Group Executive Producer: Ivan Perez-Armendariz (CP+B)
Integrated Producer: Chris Mele (CP+B)
Interactive Technical Director: Scott Prindle (CP+B)
Associate Technical Director: Joseph Corr (CP+B)
Experience Director: Matt Walsh (CP+B)
Experience Designer: Scott Brennen (CP+B)
Senior Art Producer: Lisa Lee (CP+B)
Interactive Design Director: Pelun Chen (CP+B)
Interactive Designer: Chris Streger (CP+B)
Programmers: Mike Bucks, Ryan Rabon, Iouri Chadrine, Rick Valdez (CP+B)
Media placement: Interactive - http://www.ShowUsYourPizza.com - 28 June 2010
Media placement: Web Films - http://www.ShowUsYourPizza.com - 28 June 2010
Media placement: TV single - national tv - 5 July 2010
Media placement: TV single - national tv - 30 August 2010
Media placement: Radio single - national radio - 28 June 2010

Describe the campaign/entry
For years, food companies have been doing some pretty crazy things to make their food look good in ads. In fact, an entire industry exists around making food look better than it does when it’s on your kitchen table. The problem is, none of the food styling, professional lighting, or other tricks do anything to make the food actually taste better.
Domino’s, on the other hand, had done something to make their food taste better by completely revamping their pizza recipe. And this pizza was good enough to stand on its own. So Domino’s decided to buck the food photography trend and promised to shoot their pizzas just the way they came out of the oven. And they asked their customers to help.

Describe how the campaign/entry was launched across each channel in the order of implementation
To kick off this new au-natural style of pizza photography and truly prove Domino’s inspired pizza could stand on its own, Domino’s launched a national TV campaign asking their customers to take pictures of their Domino’s pizzas and upload them at ShowUsYourPizza.com. ShowUsYourPizza.com launched with its first photo assignment simultaneously with TV, on both desktop and mobile platforms. The first assignment was such a success that three more assignments followed.
However it wasn’t all roses and perfect pizzas. One pizza photo submitted by a customer revealed a disfigured and destroyed pizza, and inspired a previously unplanned Show Us Your Pizza follow-up commercial. In it, Domino’s CEO Patrick Doyle showed the photo and promised that Domino’s, as a company, would work to never let pizzas like this go out the door.

Give some idea of how successful this campaign/entry was with both client and consumer
The customer response to the campaign was incredible with over 25,000 photos uploaded, over 7,000 site likes, thousands of individual photo likes, over 300,000 views of the “Pulling the Cheese: Secrets of the Food Photo World” documentary, and ultimately a revenue increase of 14.8% and a 3rd quarter same-store sales increase of 11% over the same quarter last year.
Overall, Show Us Your Pizza has proven that Domino’s new pizza really doesn’t need all those crazy food stylist tricks to look delicious. In fact, many customers’ submitted photos continue to be used on the Dominos.com homepage, banners, print ads and more.