Chains' ad playbooks come under review

Sept. 16, 2009
Advertising Age has published a critique of the ad campaign strategies of Pizza Hut and Domino's. The article compared the companies' TV, social media, online, mobile, outdoor and promotions advertising.   According to the story:
Domino's did several things right. First, its recession-related tactical promotions in its TV activity and its value-based offers showed good focus and resulted in a positive impact on traffic and sales. Second, its online and search activity supporting those promotions led to increased uptake with online delivery. A recent MPV Crest market share report ranked it No. 1 in online sales with a 28% share of that market, up from an 11% share just 24 months ago. Removing the impact of the YouTube incident, Domino's management said it would have seen an increase in year-on-year sales.
While Pizza Hut scored a touchdown with its smart media programs, particularly in the social media space, this is a category whose sales remain largely driven by the core TV and promotional activity. Pizza Hut receipts in the second quarter were down about 8%.
The final verdict? Domino's delivered.

Topics: Domino's Pizza , Marketing , Pizza Hut , Public Companies

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