Continuing its deconstruction of pizza marketing, Domino’s this week is launching a campaign and a contest around the idea that its pizzas don’t need photo retouching to look appetizing.
In what could be considered a twist on Dove’s Real Beauty campaign, Domino’s has said that all its pizzas in TV, print and online ads will be free of any Photshop-syle trickery.
The campaign, via MDC's Crispin Porter + Bogusky, also includes a Web site called "Show Us Your Pizza," where consumers are encouraged to load their own naked pizza photos. The chain has promised $500 to anyone whose photo is used in an ad.
The campaign follows the chain’s “Pizza Turnaround” campaign of last year in which CEO Patrick Doyle acknowledged some complaints about Domino’s pizza and announced a new recipe. The campaign is also a response to Web sites like "This Is Why You're Fat" that show unflinching photos of real food orders that contrast with the more idyllic images found in advertising.
The client spent $165 million on ads last year and almost $65 million in the first third of 2010, per Nielsen.