Blog

The Chicago Tribune recently ran an article talking about the success of Domino’s recent “turnaround” ad campaign.  For months, the pizza chain ran ads featuring real life critiques of its pies.  Things like the crust tasted like cardboard and it had an overall processed flavor.  That led to an overhaul of the recipe.  Then the ad campaign transitioned into trying to get the Domino’s haters to try the company’s pizza again.

According to the article, Domino’s has seen a 14% percent increase in sales in the first full quarter since the ad campaign started.   There was a lot to risk in this campaign.  It’s tough thinking about spending millions of dollars telling people your product stinks.  But it’s that truth that apparently connected with customers.

The real test will be in future months.  Can Domino’s continue to grow or at least maintain their new market share?  If there’s a big drop off, it’s probably a sign that Domino’s didn’t really live up to its promise of a new, better pizza.  If the product’s no good or no different, people won’t order it again.  

For churches, I think there’s significance in these ads (other than thinking Domino’s may be a tasty new choice for the next youth group shut in). 

• Be true to who you are.  In any sort of advertising you do, don’t pretend to be something you’re not.  If you’re not a contemporary church, don’t act as like you are just because it’s working for the big church down the road.

• Can you deliver on what you promise?  You better be able to deliver on what you’re saying because if you don’t, you’ll probably never have a chance to reach out to a person again who feels likes they were burned the first time they trusted you. 

What do you think?  Any other stuff we can learn from this campaign?