ANN ARBOR, Mich. -- If there’s one thing to say about Domino’s Pizza, it’s that it doesn’t take itself too seriously. The tactic started with its “mea culpa” ad campaign in late 2009, in which the pizza chain fessed up that its pies aren’t all that great. Now, even with the launch of a line of fancified “artisan” pizzas, Domino’s maintains a sense of humor.
The artisan line includes three flavors: spinach and feta, Italian sausage and pepper trio, and Tuscan salami and roasted veggie. And while the chain claims the new line is gimmick-free, we detected just a little gimmickry: The pizzas are delivered in a box hand-signed by the store manager responsible for what’s inside.
"It really is yet another 'Oh Yes We Did' moment for Domino's," Russell Weiner, Domino's Pizza chief marketing officer, said in a statement released by the company. "We won't stop innovating--and with this product, gimmicks are out the window and the proof will be in the pizza."
The Domino’s sense of humor comes in the TV ad campaign. Fabio Viviani, a past "Top Chef" contestant who endearingly struggles with the English language, goes through many takes trying to land his lines. (Watch the commercial here.)
"The campaign is a playful way to demonstrate that for us to show believers we can be gourmet, this pizza needs no gimmicks--just consumers to simply try it,” says Weiner.
During the campaign, consumers can try the pizza for $7.99 every day of the week. Domino's will also continue its Early Week Pick-Me-Up Deal, offering consumers a three-topping pizza for $7.99, carryout only.
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