• by Karlene Lukovitz  @KLmarketdaily, December 28, 2009

On Dec. 28, Domino's officially unveiled the television component of the integrated "Pizza Turnaround" campaign that is announcing its new pizza recipe and brand revitalization push.

Intended to suggest movie trailers, the spots convey the basic drift of Domino's makeover while also directing consumers to a four-minute online "documentary" about why and how the chain has reinvented its pizza for its 50th anniversary year in 2010. The new pizza debuted in Domino's locations nationwide on Dec. 27.

In the TV spots, being aired on top-rated entertainment and sports programs, unseen consumers are heard to make a series of highly negative statements about traditional Domino's pizza ("Domino's pizza crust, to me, is like cardboard"), while the same statements are summarized in large white type against black backgrounds. Cut to Domino's President Patrick Doyle, who announces: "There comes a time when you know you've got to make a change."

The online "documentary" provides a more detailed account of the true story of how Domino's went about the 18-month-long pizza/brand reinvention process, which involved franchisees and suppliers, as well as consumers and Domino's executives. The video includes clips of real focus groups interspersed with clips of Domino's employees absorbing consumers' critical messages and then using the insights to create a new pizza "from the crust up." The creative is from Crispin Porter + Bogusky.

Social media play a central role in the campaign -- no surprise, given that Domino's says that the pizza/brand reinvention was inspired in large part by monitoring consumer comments about the brand on social media channels.

The docu-commercial is housed in a new dedicated area of dominos.com dubbed "Oh Yes We Did" (pizzaturnaround.com), which also features live Twitter and Facebook feeds with consumer comments about the new pizza (not all positive), links into recent Domino's appearances on programs such as CBS's "The Early Show," and press releases.

Also on Dec. 28, Domino's promoted its "Pizza Turnaround" message via a banner ad on YouTube's home page. The ad includes an embedded 15-second TV spot and a link into the full docu-commercial.

For the relaunch, Domino's is offering two medium, two-topping pizzas for $5.99 each.

The new pizza represents an opportunity for the chain to be known for quality as well as service, stressed Domino's CMO Russell Weiner, pointing out that the brand is backing its quality promise with a full-satisfaction guarantee ("If you are not completely satisfied with your Domino's pizza experience, we will make it right or refund your money").