News

Domino's ditches pizza touch-ups for ads

July 5, 2010

In an effort to display "Domino's Inspired Pizza" as authentically as possible, all Domino's national advertising pieces will feature food photography without the fancy food artistry or “fake food touch-ups,” according to a company statement.

It's the latest in the company's approach to what it calls authentic marketing. Last week the pizza giant launched a consumer photography campaign called “Show Us Your Pizza," where customers were asked to send in their shots of Domino's slices.

This week, the pizza giant promised that all product shots of the Inspired Pizza have been untouched by stylists or model makers typically found on food photography shoots.

"How many times have you wondered why the products you buy don't look as good in person as they do in TV ads?" said Russell Weiner, Domino's Pizza chief marketing officer. "That's because most of the time companies use artificial techniques to make their products look better than they do when served to you in person. At Domino's, we're proud of the way our pizza looks - and tastes - right out of the oven."