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?
There's a Pencil with your name on it. Drop us your details for further information about how you can order your 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.