• My basket
  • Your Shopping Basket is empty.

Total — £ (ex. VAT)

Pizza Turnaround

Award: Yellow Pencil

Yellow Pencil / Integrated & Earned Media / Earned Media Campaign / 2011

Domino's came to us with a new pizza that scored better in taste tests than any they'd ever made. But 50 years of pushing speed and efficiency had eroded the brand's reputation for taste. We had a great new product our battered brand couldn't credibly announce. Our solution: come clean. Admit we'd made bad pizza in the past, prove we’d listened to people's complaints, and give them a reason to believe in us again. The resulting campaign yielded the largest quarterly same store sales increase in fast food history.

Are you credited on this winning entry?

If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

Please don't check this box.

We have placed cookies on your computer to help make this website better.
You can change your cookie settings at any time. Otherwise, we'll assume you're OK to continue.

Don't show this message again