Domino’s Fixes Potholes in Pizza Protection Scheme

Fast-food chain Domino's is 'being a bit extra' with a roadworks initiative that ensures a safe final mile for its takeout pizzas – drawing branded attention to US infrastructure issues in the process.

On the Paving for Pizza campaign website, customers can witness what adverse road conditions can do to a pizza bouncing around in its box. To avoid such wasteful damage, they can then go on to nominate their own area for a visit from the Domino's road maintenance team, who will fill in potholes to create smoother rides for local deliveries.

"We can't stand by and let your cheese slide to one side, your toppings get untopped, or your boxes get flipped," said Domino's press release. "So we're helping to pave in towns across the country to save your good pizza from these bad roads."

Prior to the official campaign launch on June 11 2018, the initiative had already fixed more than 50 potholes. In Burbank (California), Milford (Delaware), Bartonville (Texas) and Athens (Georgia), where the brand worked with local administrations to fill holes in the roads caused by holes in public infrastructure budgets. Collaboration with local communities is key to ensuring the brand's assistance is welcomed and well-executed.

In our review of the 2018 D&AD Awards, we highlighted how brands can cut through the content clutter on media channels by surfacing their own platforms around community issues and spaces. Paving for Pizza is a great case study for turning a consumer problem into a point of brand engagement.

For more on proactive cause marketing, see Creating Shared Value: Sustainability Marketing and Tackling Taboos.