Even after going door-to-door to convince its jaded consumer base to come back to Domino’s and try its new hand-tossed recipe, the pizza brand isn’t quite finished as its agency Crispin Porter + Bogusky has created a follow-up effort dubbed “Pizza Holdouts.” This next phase, however, seems far more ambitious/invasive as the brand has taken to holding mini-rallies and plastering billboards and posters which call out three specific “holdouts” by name.
According to a statement from Domino’s CMO Russell Weiner, “When you have almost every major media outlet buzzing about such a bold change, it gets pretty tough to find someone who hasn’t tried the new pizza – but we’ve found some of the last few people in America who haven’t, and convinced them to join the rest of us and try it.”
While we’re unsure about the “last few people” part, Domino’s reports that the “Pizza Turnaround” portion attracted 700,000 viewers to the full documentary at the website and the campaign also attracted more than 80,000 fans to Domino’s Facebook page.