Domino’s Gets Real

July 13, 2010

Domino’s Gets Real

Are the days of fancy foods and touch-ups over in the world of food advertising? For Dominos, it seems to be working pretty well. How did they do it? They found a new photographer…YOU!

Dominos Pizza is taking on a new look in their ad campaigns by doing away with “fancy food artistry” and “fancy touch-ups”. They are now “keeping it real” by portraying their pizza just as it would be if it were sitting in front of you. An article from AdAge compares Dominos new look to Dove’s “Real beauty” campaign, which featured full-figured women instead of the so called standards of being thin to be beautiful.

No, Dominos idea of a transparent pizza didn’t come from the “Real beauty” campaign, but rather from continuous complaints from consumers about being misguided and mistrusted from what they were seeing on commercials. Dominos Pizza CMO Russell Weiner stated “You get these products and they’re nothing like what they are in the ads.” So, what is Dominos doing now to give consumers what they want? They are changing their stand on food photography by asking consumers to send in their own pictures of their Domino’s pizza. You can’t get more real than that. What if we all simply “keep it real”? You get what you see, and in return you get zero complaints. We like the sound of it, but could it really happen with our standards of a “picture perfect” world?

So, go ahead…order your pizza however you like it and be camera ready. Send in your picture to Dominos and who knows, maybe your picture will be featured in one of their ads.

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