Domino's Pizza improved same-store sales growth by 9.9 percent in 2010 compared with 0.5 percent in 2009 with the launch of the pizza delivery company's "Oh Yes We Did" marketing campaign, said Russell Weiner, CMO of Domino's. The brand also received top honors in a consumer survey detailing the U.S.'s best-tasting pizza, according to Direct Marketing News.

Domino's launched several commercials in 2010 depicting the company's recipe reinvention, which began in 2008 after Domino's placed sixth in a best-tasting pizza survey, Weiner said Tuesday at the Direct Marketing Association's All For One Event.

Prior to the marketing campaign, the brand spent two years creating a new pizza recipe by testing "scores and scores" of different combinations of cheeses, crusts, doughs and sauces, he said.

Once the company decided on the a new recipe, it brought in advertising agency Crispin Porter & Bogusky (CP&B) to help bring the new pie to market.

Weiner said CP&B began a process to merge Domino's brand tension with the cultural tension surrounding the recession.

"This was 2009," he said. "Politicians were lying. Banks were going out of business. Consumers wanted someone to be honest and tell them the truth."

The campaign featured several different commercials that each highlight one stage of the company's recipe transformation.

Domino's recently launched a similar campaign detailing the transformation of its chicken recipes. Consumers have been asked to tweet or post to Facebook their approval or disapproval of Domino's chicken.

"Through all the ads our price point didn't change," Weiner said. "We kept the offer and continue to have it out. We know we have a good offer. By keeping it the same, we can spend the time in the ads talking about our brand. If your ads are always about the new price, you can't talk about the brand."

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