Domino's Pizza has finalized a renewal agreement with its national agency of record, CP+B, through 2016.
According to a news release, the partnership began in 2008. Domino's credits CP+B's "Pizza Turnaround" campaign in 2010 as the beginning of a "true brand transformation." As part of that campaign, the chain changed its core recipe after 50 years, and supported the effort with transparent messaging, resulting in consecutive years of sales growth.
"Both Domino's and CP+B take a great deal of pride in being a part of one of the more memorable turnarounds in the history of quick-service restaurants," said Russell Weiner, Domino's Pizza chief marketing officer. "But beyond just the turnaround itself, the thing that has impressed us the most about working with CP+B is the way we have found ways to sustain both our strong results and consistent messages in the four years since."
Additional projects CP+B has led during its time with Domino's include the launch of Handmade Pan Pizza; the ability to follow the pizza-making action in a Salt Lake City store via "Domino's Live;" helping Domino's design a purpose-built delivery vehicle through an approach of seeking open source, community-driven design submissions; and more recently, #PoweredByPizza.
"CP+B is much more than just a group making great commercials — they are a true strategic partner for our brand, and have unquestionably earned this opportunity," Weiner said. "I cannot wait to see what the next two years bring as this partnership continues."