Domino’s Pizza, one of the biggest US pizza brands, being determined to change their customer’s attitude to the ingredients used in course of pizza production, launched its latest marketing campaign dubbed ‘Behind the Pizza’. Several videos showed how the target group, taken to Wisconsin countryside, sitting in a room and sharing their perception of ingredients of Domino’s Pizza (generally, American’s don’t believe food products are made of natural ingredients)… Suddenly the room rigs up to reveal the Wisconsin farm where the fresh ingredients are harvested. The camera capture’s astonished customers who are really impressed with the brand’s efforts to deliver fresh and natural products. 

So far, the videos produced by CP+B Advertising+Design Factory regarding spinach, tomatoes, and milk, are unveiled. Just like some other videos by the agency produced in course of Old Spice ad campaign, all the episodes of ‘Behind the Pizza’ campaign were shot single-take, which adds dynamism and make them believable.

As part of the campaign, at the end of October Domino’s Pizza introduced a new interactive web-based game taking a customer on a journey revealing the story of 10 fresh and natural pizza ingredients. At the end of game a player is rewarded with a coupon which they may use themselves or give as a gift to their friends. The game can be accessed at: www.more.dominos.com/behindthepizza/