Proving how far we’ll go in the name of honesty & transparency, even with food photography
As a continuation of Domino’s new “Honesty & Transparency” brand personality and platform we created, the next campaign was to further prove we were for real. We looked at ourselves and the industry for opportunities to be more honest and trapnsparent. Food advertising was the perfect opportunity.
CASE STUDY
Pulling The Curtain Back on Food Photography Trickery
For years food companies have been doing some pretty crazy things to make their food look good in ads. An entire industry exists around making food look better than it does when it’s on your kitchen table.
The problem is none of the food styling, professional lighting, or other tricks do anything to make the food taste better. Domino’s, on the other hand, had done something to make their food taste better by completely revamping their pizza recipe. And this pizza was good enough to stand on its own without the trickery. So we pulled the curtain back on what crazy things happen on food shoots with a documentary, Pulling the Cheese.
Dropped food shoot tricks & promised to photograph pizzas right out of the oven
To prove it, they asked their customers to help take photos and submit them to be used in Domino's ads. If their photo is used in an ad, they'll get $500.
LAUNCH TV COMMERCIAL
Our Photo Promise
From this moment on, all food shoots abided by this promise. Made for long shoot days, but we kept to our word.
At a time before instagram, 30,000 photos were uploaded & submitted to be used
Think about that, 30,000 people, took their digital camera and took a picture, then downloaded it, then uploaded it to our site! Crazy! And to this day, pizza photos from this campaign are still being used in Instagram posts today. That’s a MROI if I’ve ever heard one.
