Industry News | July 6, 2010

Domino's Gets Real with Food Photography

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Domino’s Pizza is continuing its communication with customers by walking down a new avenue of authenticity: food photography.

In an effort to display Domino’s Inspired Pizza as authentically as possible, all Domino’s national advertising pieces will feature food photography without the fancy food artistry or fake food touch-ups.

Whether it be a commercial on TV or an advertisement in the local paper, the advertising approach promises that all product shots of the Inspired Pizza have been untouched by stylists or model makers typically found on food photography shoots.

“There’s nothing more beautiful, and tasty, than a piping hot Domino’s pizza,” says Jeff Litman, owner of 20 Domino’s Pizza stores in the Denver area. “We’re very proud of the way our pizza looks - and tastes - right out of the oven and we are elated to be part of Domino’s marketing campaign based on such refreshing honesty.”

The new approach to food photography follows the same line of transparency that began in late 2009 with the launch of the company’s “Pizza Turnaround” advertising campaign. The campaigns following the launch of the pizza have, in one way or another, been featured in almost every major media outlet.

Also part of the Domino's transparency is the launch of an online component called Show Us Your Pizza, inviting consumers to submit their best natural Domino’s food photography to earn one of four prizes of $500.

Customers can visit ShowUsYourPizza.com to learn about Domino’s Pizza’s “photo promise,” which prohibits any artificial manipulation of the product during shooting, among other rules. The best amateur food photographers who adhere to the photo promise might also have their shots featured in future Domino’s advertisements.

Those interested can enter the contest until July 26, 2010, and the judging will occur between July 27-August 15, 2010. For official rules and prize descriptions, visit ShowUsYourPizza.com.