Domino’s is launching a new campaign and contest that follows the company's recent Pizza Turnaround advertising campaign. The Turnaround campaign acknowledged complaints about Domino’s pizza and introduced a new recipe that received praise from the media and consumers alike. The next campaign will attempt to prove that Domino’s pizza not only tastes great, but it looks great too and doesn’t need special photo retouching to look appetizing.
The contest includes an online component called Show Us Your Pizza, where consumers are encouraged to submit their best natural Domino's pizza photography to become eligible to win one of four prizes of $500 if their photo is chosen to be used in an ad. In conjunction with the new campaign, Domino’s also announced that all its pizzas in television, print and online ads will now feature food photography that will be free of any Photoshop work or other retouching.
The attempt to display Domino's pizza authentically means all national advertising will display photos of real pizza orders instead of the perfectly arranged and manipulated images usually found in food advertising. Most companies employ professional food artists who use artificial techniques to make products look better than they do in real life.
Domino’s Pizza’s chief marketing officer Russell Weiner backed up the new campaign when he said, “At Domino's, we're proud of the way our pizza looks and tastes right out of the oven." Weiner added, "If we're going to be real and honest about the taste of the product, we want to be as authentic as possible about how it looks. And there's nothing more mouthwatering than a Domino's pizza straight out of the oven."