D-min-'s pizza wants your [Type O] blood

Domino's will "86" the two "Os" in its name through June 24 to help the American Red Cross tell Americans its Type O blood stores — along with those for the other blood types of A and B — are in very short supply, a news release said. That puts surgical patients, accident victims, and those being treated for leukemia, cancer or sickle cell disease at risk since the Red Cross is the primary provider of blood supplies to hospitals.

The so-called "Missing Types" campaign calls the public's attention to that organization's constant need for all blood types by getting popular brands to drop those letters from their names for the next 10 days. 

For Domino's, that means that through June 24, the brand's logo will read "D-min-'s" on social media platforms. By simply sharing the link online, Domino's fans can make an appointment to donate blood.

"Everyday thousands of patients across the United States rely on generous blood donors for critical blood transfusions," Red Cross President and CEO Gail McGovern said in the release. "However, we have seen a troubling decline in the number of new blood donors. We urge the public to roll up a sleeve and fill the missing types before these lifesaving letters go missing from hospital shelves."

Domino's is the only foodservice brand participating in the campaign, although other retail brands, including Anheuser-Busch, Google, Oreo and U.S. Bank are dropping blood type letters to support the campaign.

Graphic: Provided


Topics: Business Strategy and Profitability, Marketing / Branding / Promotion, Social Responsibility


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