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Domino's, together with creative agency WorkInProgress, just launched a new spot that stars the pizza chain's very own CEO, Russell Weiner.
In a new 30-second spot, Weiner goes undercover and participates in a focus group discussion to ask New Yorkers their true and honest opinions on its hand-tossed pizza.
"Too chewy," one suggests, while others find it too "doughy."
"There is no comparison between a New York slice and Domino's," one woman says.
Following the initial taste test, the CEO lets the group try out Domino's latest New York Style Pizza.
Their opinions shift instantly, with many liking the NY-style's size and the way it can fold easily.
"This is what I look for," one of them shares as Weiner touts the new offering as "Domino's for people who don't like Domino's."
Behind the Spot
This latest marketing effort addresses the insight that some New Yorkers "prefer a less doughy crust" compared to the classic Domino's one.
The insight was derived from a fake research company the brand created, gathering 30 people to participate in a focus group and providing them with questionnaires, WorkInProgress Co-Founder and CCO Matt Talbot shared.
The research was done the same way the agency would recruit participants for any focus groups for market research, as they wanted these groups to be "as real as possible."
WorkInProgress has created many notable works for Domino's, like the "You Tip, We Tip" and the "Plowing for Pizza" campaigns, the latter of which won at this year's Clio Awards.
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Weiner further highlights that Domino's always listens to its customers and creates options for everyone, no matter their preferences.
"And as a native New Yorker, I wanted our new pizza innovation to pass the ultimate taste test from my fellow New Yorkers," the CEO added.
The brand's "Domino's For People Who Don't Like Domino's" campaign will run on TV, YouTube, social media, and digital channels throughout the next few months.
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Editing by Katherine 'Makkie' Maclang
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