NEW YORK Domino’s logos have been “cleaned” into dirty sidewalks in Los Angeles, Philadelphia and New York as part of a campaign to promote the chain’s American Legends pizza.
GreenGraffiti, a business dedicated to clean outdoor advertising, used a high-pressure water hose to spray the eco-friendly images into the grime on the street. The green ads were created early on Thursday, while there was a lull in foot traffic.
“This is the first time we’ve done something like this,” said Jenny Fouracre, manager of public relations for Domino’s. “It’s never been done by an American company in the U.S. before.”
GreenGraffiti is created by laying a stencil down on the street and using a power washer to clean away filth in a design. More than 200 of these clean Domino’s ads were left on the ground.
“We liked it because our franchisees can do local things with it,” Fouracre said. “It’s a tool that can be used nationally or locally.”
The first 250 people to hunt down the sidewalk ads and e-mail pictures of themselves with the GreenGraffiti to Domino’s receive a $15 gift card. Winners will also have their pictures posted on Flickr.