The marketing executives at Domino’s have committed to using real food in photography for the chain's national advertising.
Starting this week, all the food featured in Domino's commercials and print ads will be real and untouched by stylists, the company said.
"How many times have you wondered why the products you buy don't look as good in person as they do in TV ads?" said Russell Weiner, Domino's Pizza chief marketing officer. "That's because most of the time companies use artificial techniques to make their products look better than they do when served to you in person."
Domino's said the real food photos are part of its "transparency" campaign with customers, which kicked off last year with the introduction of an overhauled pizza in response to negative comments from its guests.
"It's a natural progression for us now to take this step," Weiner added. "If we're going to be real and honest about the taste of the product, we want to be as authentic as possible about how it looks."
Domino's created a video demonstrating how it had previously prepped food for advertising:
In conjunction with the new food photography Domino's launched a “Show Us Your Pizza” online contest and invited consumers to submit photos of Domino's food. Four winners will receive $500. Customers' pizza pictures are displayed online at http://www.showusyourpizza.com/#promise.
Ann Arbor, Mich.-based Domino's operates or franchises 9,036 stores.
Contact Pamela Parseghian at [email protected].