Domino's Pizza has launched a Spanish-language campaign highlighting the story of franchisee Mauricio "Reece" Arroyave. He began with the company handing out flyers, taking calls and making pizzas. He is now a Domino's franchisee with 10 Chicago-area locations.

According to the company, Arroyave is part of the 90 percent of current Domino's franchisees in the U.S. who started as delivery drivers or pizza makers at the store level.

"We are so proud to help tell Reece's story, which is one that truly defines what Domino's is all about," said Patrick Doyle, Domino's Pizza president and chief executive officer. "He is one of the many who have worked extremely hard, seized opportunity and are now able to call themselves Domino's franchise owners."

Arroyave, who was born in Medellin, Colombia, and raised in Libertyville, Ill., will make his national television debut when the ad begins today.

The campaign also marks a change in direction for Domino's Hispanic advertising, which in the past has mostly focused on promoting offers through scripts and actors, rather than storytelling with Domino's employees.

Read more about marketing and promotions.

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