Domino’s employees are yet again getting a taste of stardom in a new marketing push. The No. 2 pizza chain’s latest TV commercial thrusts 15 actual staffers into the forefront of its BreadBowl Pasta/Lava Cake promotion.
The ad portrays a heated dispute between the company’s chefs and accountants over who should receive credit for the new “buy a BreadBowl Pasta, get a free Chocolate Crunch Lava Cake” deal. The chefs argue they should take the cake for their culinary genius, while the accountants say the $5.99 pricing entitles them to all the praise. “Chefs vs. accountants” can be viewed at Youtube.com/dominosvids. The promo offer runs through Sept. 13.
This week’s ad is the latest featuring actual Domino’s staff and storeowners. The idea sprang out of the first of the series in which CEO Dave Brandon burned a cease-and-desist letter from Subway.
Brandon also starred in spots touting “The big taste bailout to Capitol Hill.” And recent ads showed franchisees feuding over which items should be in Domino’s American Legends specialty pizza line.
The BreadBowl/Lava Cake promotion is an effort by the pizza chain to draw attention to its new dessert offering. Earlier this month, Domino’s sent two staffers to Mount St. Helens, Washington, in a helicopter to give away 1,000 Chocolate Lava Crunch Cakes to tourists.
Domino’s spent $133 million on media last year, per Nielsen, and $88 million for the first six months of this year.
