Domino's Pizza corporation created a new campaign a few years back with the hope that it would turn their image around. The pizza giant suffered humiliation and customer base loss after a damaging video of Domino's went viral. Domino's has since bounced back incredibly well, all thanks to the honest-based "Oh Yes We Did" campaign.
The "Oh Yes We Did" advertising campaign launched in 2009 as Domino's showed viewers that they had revisited their pizza making process after listening to consumers' opinions from focus groups - both good and bad. In these first ads, Domino's' criticisms were clearly outlined by the focus group participants and the Domino's CEO gave a direct response by showing the audience their new pizza and how they make it.
Pizza Turnaround
In the next series of ads in the "Oh Yes We Did" campaign, Domino's employees find anyone who have not tried their new pizza and gives them one. The people who tried the new pizza seemed surprised and pleased and announced that they were re-committing themselves to Domino's Pizza. What began as a series of ads showing Domino's Pizza changing to fix past mistakes turned into ads showing people enjoying the food and rejoining the company's consumer base.
Holdouts - Scott Shoyer
Finally, and most recently, are the Domino's Pizza ads promoting the new Pizza Tracker feature on the company's web site. The Pizza Tracker seems to allow customers to view the progress of their order and to submit a review, and so lets them become more active in the Domino's Pizza experience. The ads show Domino's employees reading and responding to both good and bad reviews from customers through the Pizza Tracker, which once again displays Domino's policy of honesty in their newest campaign.
Raising the Bar
The "Oh Yes We Did" campaign has largely been a success for the Domino's Pizza company. This past spring, Domino's Pizza rose to a 52-week high in stocks and sales have been steadily growing since, proving that, sometimes, honesty is the best policy.
SOURCE: "Domino's Pizza - like 'em or not, "Oh yes we did" turned their brand around"
While I agree that honesty is the best policy, I do not think that these ads are the best way to show that. I find it hard to believe that when I order a Domino's pizza, it will look that way once it reaches my doorstep.
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