Domino's campaign touts taste to win trial

Kramer, Louise
March 1999
Advertising Age;3/15/1999, Vol. 70 Issue 11, p4
Trade Publication
This article deals with the television advertising campaign to be launch by Campbell Mithun Esty for Domino's Pizza Inc. Sparked by the success of its heat-retaining delivery bags, the company is improving the recipe for its hand-tossed pizza. And, for the first time, taste, rather than deliver, will be the central theme of the chain's advertising. The move comes as the company garners praise from consumer panels for its HeatWave pouches, which allows pizzas to be delivered with the cheese still hot and the crust still crisp.


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