Domino's Teaches You (and Its Rivals) How to Make Pizza

'Pizza School' Website Educates Consumers and Takes Aim at Competitors

Published On
Jul 28, 2015

Editor's Pick

Domino's is educating the world on how to make pizza, and that includes both customers and competitors. The fast food chain and agency CP&B have launched Domino's Pizza School, a fun website where you can take online classes in pizza-making in a virtual "campus" constructed out of real Domino's pizza boxes and ingredients -- the video shown here explains how it was made.

The point of this is not just to generously educate consumers in how to recreate a Domino's pizza at home, but to have a dig at its rivals too. The idea is that pizza-making needs to be "novelty-free," and to make the point that its own pizzas aren't gimmicky, Domino's took a pop up pizza school and set it up right by one of its rival chains (poorly disguised in this video, so you can easily guess who). Could the pizza wars be about to reignite?


Jul 28, 2015
Agency :
Crispin Porter Bogusky
Brand :
Client :
Chief Creative Officer :
Ralph Watson
Creative Director :
Matt Talbot
Creative Director :
Andrew Lincoln
Senior Copywriter :
Aaron Sanchez
Executive Director, Content Production :
Rupert Samuel
Content Supervisor :
Brittany Tangsrud
Content Manager :
Stephen Stewart
Content Manager :
Sam Carolan
Executive Vice President, Executive Creative Director :
Tony Calcao
Designer :
Victor Won
3D Designer :
Paul Harrison
Architecture Lead :
Benjamin Sterling
Senior Developer :
Tim Svensen
Model Artist :
Keith Price
Chief Digital Officer :
Ivan Perez Armendariz
Executive Producer, Interactive :
Stafford Bosak
Coordinating Producer of Interactive :
David Halvorson
Senior Integrated Producer of Video :
Julie Vosburgh
Integrated Video Producer :
Jamie Slade
Junior Producer of Video :
Rachel Noonan
Production Company :
Plus Productions
Line/Post Producer :
Lennon Barnica
Editorial Company :
Plus Productions
Editor :
Chadwick Shoults
Director :
Steve Capstick
Technical Director :
Harold Jones
Experience Director :
Rich Giuliani
Experience Designer :
David Clements
Content Management Director :
Kristi Kirkeide
Business Affairs :
Lydia Tirpak
Traffic Manager :
Samantha Calvert
Associate Design Director :
Adam Skalecki
Interactive Developer :
Mai Hoang
Creative Technology Intern :
Paul Russo

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