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The battle to get the fast food dollar was in full swing – and to make sure they got a bigger slice of the market, Domino’s had been bunkered down, developing a new range of products. There were going to be fresher ingredients, and more variety. But of course, the Domino’s big heart, big fun spirit had to be central. They didn’t want to sound all zhuuzhy or fancy – even though they had more quality dishes on their menu.
In order to convince customers that Domino’s is committed to this fresh menu, we convinced Domino’s to release all their products at once, instead of drip-feeding a new product every month. And to overhaul everything – from TV, to packaging, uniforms – even on-hold messaging. The only thing they didn’t overhaul was launch date, and it was full-steam ahead on the total brand revamp in an 8 week period. Oh, with Christmas in between.