Why did a Pizza Company start fixing potholes? | Marketing Shots

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In 2018, Domino’s launched the “Paving for Pizza” campaign, where they committed to repairing potholes in cities across the United States. The idea was that potholes could ruin a perfectly delivered pizza, so Domino’s took matters into their own hands to ensure that every pizza arrived in perfect condition. This campaign didn’t just fill potholes, it filled a gap in the marketing playbook by merging corporate social responsibility with clever branding.

The Hidden Genius Behind the Campaign

1. Tackling a Common ProblemPotholes are a nuisance for everyone and by addressing this issue, Domino’s tapped into a universally relatable problem. They turned a common complaint into a unique selling point, showing they care about more than just pizza, they care about the entire customer experience.2. Community EngagementBy partnering with local governments to fix potholes, Domino’s engaged with communities directly. This not only improved public infrastructure but also built goodwill and strengthened their community ties. It’s a brilliant example of localised marketing that leaves a tangible, positive impact.3. Corporate Social ResponsibilityThe campaign positioned Domino’s as a socially responsible brand. In an era where consumers are increasingly valuing corporate ethics and responsibility, this move helped enhance Domino’s image and align it with customer values.4. Viral PotentialThe novelty of a pizza company fixing potholes was unexpected and newsworthy. This helped the campaign go viral, earning widespread media coverage and social media buzz.

⚡ 3 Noteworthy News Updates for Marketers

• Meta Will Enable Influencers To Create AI Versions of Themselves

• Threads Tests Disappearing Updates, Media Tab on Profiles

• YouTube will finally let you upload custom thumbnails for playlists

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Thanks,Luv

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