Pizza Legends

Background

The 'Create Your Own' pizza feature was Domino's biggest sales driver. However, this was a standard offering from all pizza brands nowadays. So Domino's wanted to come up with an advertising campaign that would breathe new life into 'Create Your Own', and make it synonymous with Domino's again. This meant asking some bold questions: How can brand equity be built into Create Your Own? How does it become ownable? How can it drive higher brand affinity? And, of course, how can it drive further sales?