ANN ARBOR, MI: Domino's Pizza, probably best known for its 30-minute delivery guarantee, is introducing a new marketing message that emphasizes convenience over speed.
The “You got 30 minutes” campaign seeks to tap into the lifestyle needs of its two core consumer targets: busy families with limited time and a “fast and simple” group who live wired lives. Communications will focus on what consumers can do with the extra half hour that they have now that Domino's is taking care of meal preparations.
“It was 14 years ago that we got rid of the 30-minute guarantee,” says Tim McIntyre, VP of corporate communications for Domino's. “This time around, it's really about the customer. What you can do with the 30 minutes of time you're not occupied with making a meal.”
One idea being considered for the PR campaign is online activities that will occupy time until the delivery has arrived. Other plans are in the works.
Domino's selected Splash Communications as their AOR in April. However, PR will be handled by Crispin Porter + Bogusky (CP+B) in 2008, which has already produced advertisements for the re-branding campaign to begin airing this week.. CP&B is now offering its clients PR services through a new practice, Brand/Culture Integration.
The company has also introduced the re-branding internally to franchisees, presenting new packaging and employee handbooks.
‘This throws out the old traditional corporate policy manual,” said McIntyre. “We're looking at the pizza population differently than we did before and differently than other people do.”