New marketing campaigns showcase more than menus


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Putting the ‘no’ in Domino’s

Domino’s Pizza unveiled a new commercial this week to advertise the newest variety of its Artisan Pizzas line: the Chicken & Bacon Carbonara.

The Ann Arbor, Mich.-based chain has credited much of its sales growth the past two years to the brand turnaround chronicled in its “Oh Yes We Did” campaign. But unlike most of the spots Domino’s has run the past two years, this new commercial doesn’t feature Domino’s executives keeping it real on camera. Rather, the spot has a more lighthearted approach, in that the brand is saying “no” to any customer requests for modifications to the Artisan Pizzas line.

Chief marketing officer Russell Weiner said in a statement that Domino’s has always said “yes” to customers over the years, enabling 34 million ways to customize a pizza.

“But our Artisan Pizza isn’t just any pizza,” he said. “What makes our four Artisan Pizza recipes special is that each was meticulously designed by our chefs to have the perfect balance of ingredients. If we put anything else on this pizza, it wouldn’t be artisan.”

Spokesman Chris Brandon added in a call with Nation’s Restaurant News that previous ads for the Artisan Pizza line showed customers give the chain credit for being able to pull off a “gourmet pizza,” giving Domino’s the confidence to playfully tell them “no” only a month after asking for their input in the “Think Oven” campaign.

“The Artisan Pizza is more of a recipe than anything we do,” Brandon said. “We’re confident in these recipes.”

Domino’s also will promote the new Chicken & Bacon Carbonara option with a giveaway promotion on Facebook Monday. The brand plans to give away 75,000 Artisan Pizzas.

Dairy Queen copies winning formula

Dairy Queen is keeping its “So Good It’s RiDQlous” tagline from the commercials of the past two years, but new spots going forward will replace its mustachioed spokesman with ordinary people doing extraordinary things to eat at Dairy Queen.

The first spot, “Gary DQloned himself,” shows a man who clones himself so that his copy can hold down the job at work while he heads to Dairy Queen for the Minneapolis-based chain’s Chicken Strip Basket. Of course, the clone shows up wanting the same thing, and hilarity ensues.

Watch "Gary DQloned himself; story continues below

“The Dairy Queen brand is the difference between good and unbelievable, and that comes across in a big way in our commercials,” Barry Westrum, the chain’s executive vice president of marketing, said in a statement.

Similar spots will debut in May and June to promote the Confetti Cake Blizzard and Sweet Apple BBQ Grillburger, respectively, Dairy Queen said. The campaign runs through September.

Dairy Queen’s other key marketing initiative is the Oreo Blizzard 100, a social-media scavenger hunt celebrating the 100th anniversary of the Oreo, Dairy Queen’s most popular Blizzard mix-in. The contest runs through August on Facebook.