Dominos pizza was so bad they had to do something. So they decided to be honest. They made commercials, and a “Pizza Turnaround” documentary for YouTube featuring their harshest critics — folks who tried the pizza and didn’t like it. At the same time, they featured their chefs, and showed how they were making big changes. So they were able to answer the critics with better pizza. The tag line “Oh yes we did” was perfect. So was the pay off — the same folks who hated the pizza before liked the new pies.

Domino’s also included a “Show Us Your Pizza” campaign, which invited customers to send in their own photos of Domino’s pies to be used in the ads. No more fake beauty shots of perfect pizza. This reality-based advertising is a lot more real than most reality TV shows. And like reality TV, it relies on conflict to create drama. Domino’s gets to curate and narrate. But the drama comes from the fact that they’re not suppressing the truth — they’re changing it by making better pizza.

An interview with the Dominos CMO:

http://adage.com/article?article_id=146782