The positive effects of Domino's "Oh Yes We Did" marketing campaign can't be denied. Since its introduction in late 2009 - which complemented a pizza recipe overhaul – the company has experienced plenty of sales success.
The campaign, created by Crispin Porter & Bogusky, also went on to win several awards and spurred positive consumer responses about the company.
Domino's new ad campaign has taken the complete opposite approach, and has gone from "Yes" to "No."
The lighthearted campaign was introduced to demonstrate the confidence the company has in its Artisan Pizza line, while simultaneously rolling out its newest offering in that line: the Chicken and Bacon Carbonara. The premise of the campaign is to tell customers "no," they can't customize these specialty pizzas.
As Russell Weiner, Domino's chief marketing officer, puts it: "If we put anything else on this pizza, it wouldn't be Artisan."
"We pride ourselves on saying 'yes' and giving people exactly what they want - especially considering there are more than 34 million ways to make a single Domino's pizza," he said. "But our Artisan Pizza isn't just any pizza - and what makes our four Artisan Pizza recipes special is that each was meticulously designed by our chefs to have the perfect balance of ingredients."
The Chicken & Bacon Carbonara is the first of Domino's Artisan Pizzas to feature either topping.
"While this latest of our many 'Oh Yes We Did' moments contains the word 'no' - we are confident that people will love these recipes as is," Weiner said. "We hope they agree that when it comes to our Artisan Pizzas, 'no is the new yes.'"
According to a Domino's response to a fan through the company's Twitter account, the company will make exceptions for food allergy cases.
To celebrate the new pizza and marketing campaign launches, Domino's will give away 75,000 Artisan Pizzas throughout four days beginning April 9. The giveaway will be first come, first served - fans and consumers can find out more at facebook.com/dominos.
Domino's first rolled out its Artisan pizzas in September 2011. The line also includes Spinach & Feta, Italian Sausage & Pepper Trio and Tuscan Salami & Roasted Veggie.
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Alicia Kelso has been a professional journalist for 15 years. Her work with QSRweb.com and PizzaMarketplace.com has been featured in publications around the world, including Good Morning America, Voice of Russia radio, Consumerist.com and Franchise Asia magazine.