We have all had that moment where we see someone do something clever and new, and we say to ourselves, “Why didn’t I think of that?” Well, that’s exactly what I thought when I saw the Dominoes Paving for Pizza TVC:
https://www.youtube.com/watch?v=JDd-HP3FA4s
It initially caught my attention, then I began to think, “What is the strategy here? This is a food brand. Normally the focus is on taste or quality. Is this message with asphalt and steam rollers the correct imagery to get me to buy this brand?” A few seconds later, I agreed that it is. Their message is that they are doing what it takes to get their pizza to me in the quality condition I expect.” Damn! Why didn’t I think of that?
Of course, such an effort raises questions and I was happy to come upon a group who discussed these questions. The online panel at the Foundation of Economic Education (FEE) had an interesting repartee on the responsibilities of governments regarding public infrastructure and that of private bodies, and the Dominoes strategy overall.
N.B.: They begin talking about the Dominoes campaign from around 11 minutes into the video:
