In recent commercials Dominoes Pizza has constructed a new PR strategy that addresses the way customers perceive them and the major pizza industry. By including actual employees in the ads, they take a much fresher approach to putting a face and a reputation with their product. The motive behind these spots are to try and distinguish their fresh ingredients. I have a lot of respect for their ideas of separating themselves from other pizza chains with this new clarifying approach.
http://www.youtube.com/watch?v=ib5K1F17Az0
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