Sales Improve as Domino's 'Gets Real'

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Domino’s last week introduced an industry first: A transparent pizza.

The chain, working with Crispin Porter + Bogusky, attempted to one-up competitors on the authenticity front by announcing that all the photographs of its pizza that will appear in ads will from now on be devoid of “fancy food artistry” or “fancy touch-ups.”

To some, the idea brought to mind Dove’s “Real beauty” campaign of a few years ago, which featured full-figured women of a certain age in ads designed to challenge the prevalent standards of heroin-thin beauty.

For the record, Domino’s CMO Russell Weiner said that “Real beauty” wasn’t an influence, but customer mistrust of marketing imagery was.

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