Domino’s Offers to Fix Potholes in Your Neighborhood So Carry-Out Pizzas Get Home Safely

Paving for Pizza pumps money into street repairs nationwide

You can use a website to request Domino's help fix a pothole in your area. Domino's
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When you’ve got a pizza in the passenger seat, just about any disruption during your drive could spell disaster for your dinner.

Domino’s previously addressed this issue by launching Carryout Insurance, which offers to replace your pizza if it’s damaged between their store and your mouth. But now the pizza chain is getting out in front of the problem, and making a lot of non-pizza-carrying drivers happy in the process.

The Domino’s “Paving for Pizza” project has already fixed more than 50 potholes, and it’s only officially launching today. The first cities to receive and accept the offer were Burbank, California; Milford, Delaware; Bartonville, Texas; and Athens, Georgia.

You can request for potholes to be fixed in your town via the campaign website, where you’ll also see a fun visualization of how much damage a pizza suffers during different levels of hazardous road conditions.

“Domino’s is a brand that is relentless in its pursuit of making everything about the pizza experience better, from how it’s made to how it’s ordered and delivered,” says Kelly McCormick, creative director at CP+B. “We know that the carryout experience includes everything from ordering, to getting the pizza home in perfect condition. This forced us to think broader about carryout and meant that we had to consider the drive or walk home, on the pothole-ridden roads and icy sidewalks that we don’t own and can’t control ourselves. So, we decided to go where no other pizza company would go.”

Initial response from residents of the community has been positive, according to the creative team.

“People understand that Domino’s is willing to go above and beyond to protect the sanctity of their product,” says McCormick, whose innovations on the Domino’s account earned her a spot in Adweek’s Creative 100. “And that is something that can only come from a true brand action, a true bold stake in the ground.”

Campaign: Paving for Pizza
Agency: CP+B
Global Chief Creative Officer: Linus Karlsson
Evp Executive Creative Director: Tony Calcao
Creative Directors: Kelly Mccormick, D’arcy O’neill
Associate Creative Directors: Marthon Pucci, Brian Caruso, Emily Salas, Tyler Gonerka
Vp, Director of Content Production: Sloan Schroeder
Integrated Producer: Alina Moeller
Jr. Producer: Amber Pena
Vp/Executive Interactive Producer: Dan Corken
Interactive Producer: Morgan Burrows
Account Directors: Jacqueline Redmond, Allison Foley
Content Supervisors: Michelle Robertson, Mark Hurley
Content Managers: Brad George, Sam Carolan
Design Director: Adam Skalecki
Senior Designer: Victor Won
Project Manager: Stephanie Marcone
Senior Business Affairs Consultant: Lisa Gillies
Business Affairs Managers: Kimberly Campbell, Cristina Fajardo
Group Strategy Directors: Courtney Loveman, Ethan Decker
Strategist: Katie Sherman
Production Company & City: Chelsea Pictures – Los Angeles
Director: Thomas Beug
Owner/executive Producer (Production Co): Lisa Mehling
Vp/executive Producer (Production Co): Pat Mcgoldrick
Producer: Maeliosa Tiernan
Telecine Company & City: Co3 – Santa Monica
Colorist: Stefan Sonnenfeld
Color Assistant: Aaron Flickinger
Senior Color Producer: Katie Andrews
Editorial Company & City: Union Editorial/marshall Street Editors
Editor: Spencer Ferszt
Assistant Editor: James Bedford
Producer: Samantha Machado
President/managing Partner: Michael Raimondi
Mix And Sound Design Company & City: Lime Studios – Santa Monica
Executive Producer: Susie Boyajan
Producer: Kayla Phungglan
Engineer & Sound Designer: Matt Miller
Assistant Engineer: Lisa Mermelstein
Postproduction & Vfx Company & City: Method Studios – Los Angeles
Vfx Supervisor/lead Flame: Kelly Bumbarger
Support Flame Artists: Thomas Downs, Aidan Thomas, Sean Wilson, Louis Schachte
Senior Producer: Julia Paskert
Executive Producer: Ananda Reavis
Producer: Thuy Ta
Animation Company & City: Cut Quest – Denver
Animators: James Bedford
Music House & City: Jsm Music – New York
CCO/co-composer: Joel Simon
Executive Producer: Jeff Fiorello
Producer: Norm Felker
Website Production Company & City: Stink Studios – New York

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@griner David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."