DOMINO'S CAMPAIGN TOUTS DAILY DELIVERY OF 'A MILLION SMILES': $10 MIL EFFORT IS NO. 2 CHAIN'S FIRST FROM CME

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In a bid to retain market share in the slow-growing pizza segment of the fast-food business, Domino's Pizza is targeting families with a new $10 million image campaign.

The effort from new agency Campbell Mithun Esty, Minneapolis, highlights the fact that the No. 2 pizza chain delivers 1 million pizzas a day, with the tag "Delivering a million smiles a day."

The new commercials break in a third of Domino's markets next week and expand chainwide Nov. 10. CME won the estimated $75 million creative account last spring; J. Walter Thompson USA, Detroit, handles media.

RIVALS ALSO ACTIVE

The campaign comes as industry leader Pizza Hut enters a new phase as part of Tricon Global Restaurants, the restaurant company spun off from PepsiCo last week. At the same time, No. 3 Little Caesar Enterprises is punching up its value message with its own new campaign (AA, Sept. 1).

The initial two Domino's spots will feature the chain's deep dish pizza at a discounted price, said several individuals familiar with the launch plans.

"The consumer will identify with the mood of having a fresh, hot pizza delivered at home," said Frank Meeks, a 52-unit franchisee based in Washington.

"Product shots in fast-food ads kind of all look alike," he added. "So CME has essentially decided to take a risk and has created more of the mood of a pizza and the consumer." The prior "Hot. Wow. Now."-theme ads from Grey Advertising, New York, spotlighted food.

NOT ABANDONING GUYS

While the new focus is on families-research shows moms often make the pizza purchase decision-Domino's isn't abandoning sports-loving males. The chain is keeping its sponsorship this fall of the half-time show for the National Football League on NBC on Sundays, the spokesman said.

While Pizza Hut is readying a new topping-heavy pizza product, new products aren't on the menu at Domino's. The only new item expected is an additional entry-spicy Italian-in the chain's line of flavored crusts, said people familiar with the plans.

"We have to be careful that we don't complicate the system too much. We still have to keep our service focus," noted a Denver franchisee. "We are right at the

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