In 2018, Domino’s, the largest pizza company in the world, launched a “Paving For Pizza” campaign providing a $5,000 grant to every state to use on paving better roads to ensure a smooth ride for every pizza.
The campaign encouraged customers to reach out online to nominate their city to get a grant to pave new roads. In turn, they also received large three-topping pizzas for $7.99 each at Domino’s locations.
This might seem like an odd campaign, but it struck a cord for many Americans. According to Vice, “two days after it launched — the campaign had garnered 100,000 site visits, 31,000 zip code registrations from all 50 states, 700 media stories, 100,000 Twitter mentions, and landed in the number-one spot on Reddit.”
I’m not sure Domino’s intended this campaign for social good, but they caught wind of the impact and capitalized on it. And the momentum has been gaining ever since with their new campaign focused on electric cars. We have seen things like this in many big brands that are capturing market share in the “doing good” category.
Why? Well, according to Consumer Sentiment & Conscious Advertising, “69% of U.S. consumers would prefer to buy from brands committed to socially conscious causes.” Put simply, it makes better business sense to be socially conscious than not.
In a few weeks, I’ll be co-hosting a webinar, “Buy a Pizza, Save the World,” where you can to learn how big brands like Domino’s are transforming what it means to be socially conscious. We will deep dive into the way the for-profit world is tailoring its marketing to meet a growing demand from younger consumers to feel like they are changing the world — AND how nonprofits can be left in the dust if they are just asking people to give a gift.
Sign up now to join Mark Neigh and I as we share how you can harness the power of brand and creativity to attract, win, and retain more world-changers for your cause. We hope to see you there! AND if you show up for the webinar, you’ll be entered to win a pizza party for you and your team as you change the world yourself! Because who doesn’t love eating while saving the world?
