Domino's Pizza is launching the next chapter of advertising its "inspired" new hand-tossed pizza. Following December's "Oh Yes We Did" campaign, the new campaign takes America on a journey to find the last pizza "holdouts."
The "holdouts" featured in the commercials are some of the shrinking group of consumers who have yet to try the pizza recipe so famously overhauled in the Oh Yes We Did Campaign.
"We listened to our consumers, we gave them a great new pizza, and we supported that with a groundbreaking advertising campaign that's captivated America," said Russell Weiner, chief marketing officer at Domino's Pizza in a news release. "When you have almost every major media outlet buzzing about such a bold change, it gets pretty tough to find someone who hasn't tried the new pizza - but we've found some of the last few people in America who haven't, and convinced them to join the rest of us and try it."
The Oh Yes We Did campaign has garnered massive media attention. It has been featured on more than 400 local TV affiliates nationwide, and attracted more than 700,000 viewers to the full documentary at PizzaTurnaround.com. The campaign also has attracted more than 80,000 fans to Domino's Facebook page.
Following the same line of transparency, the new documentary-style TV campaign presents two real people in their hometowns who have been "holding out," inviting them to taste and give their honest opinion of the new pizza on camera.
The new campaign launched on TV and online April 5. Consumers can learn more about who pizza holdouts are and how to help Domino's Pizza find them at PizzaHoldouts.com. The Web site will also host a full-length version of the documentary.