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    Retail, Farmers, and Marketing

    During our family movie night yesterday I saw a commercial for Dominos Pizza called Behind the Pizza. Here is an article from Associated Press with an overview of the approach Dominos is taking with this new marketing program.Domino's Pizza EnterprisesImage via Wikipedia


    From the AP article:
    A marketing campaign premiering Wednesday night will highlight the ingredients by showing customers in a focus group in what they think is an office. Its walls come down and they realize they're on a dairy farm, complete with cow and a farmer in Blanchardville, Wis.
    As you can see, Dominos is continuing it's marketing messaging that, yes their pizza needed improvement and this is what we are doing to improve it.

    What interests me the most is the fact that Dominos is involving the farmers supplying the ingredients. In my mind this is a key differentiator from other programs that just talk about where (read this as geography) their particular ingredients come from. I support educational marketing programs that adds some bit of transparency in the process, but nothing is better than consumers interfacing and learning from the actual producer; nothing!

    Since this is relatively new and the actual site and program elements are in their infancy, it is still to early to determine how Dominos intends to create this bridge between consumers and farmers, but I will be watching this play out. And it is only a first step, albeit an excellent one if farmers are fully involved.

    So go for it Dominos. Involve your suppliers (farmers) as you continue to implement this program. We, as consumers need, scratch that, have an unmitigated right to know who is producing our food.

    I look forward to hearing more from farmers as they share their farming story.

    So dear readers, what do you think of this approach? Do you think Dominos will continue to put the farmer(s) front and center in this campaign? Do you have any suggestions and ideas?

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    4 comments:

    1. I've not seen the ad before this, but you can bet I'm looking it up now. Interesting approach. This past week Walmart stores announced plans to increase purchasing from local small and mid-sized farmers and United grocery is taking a similar approach with in-store ads featuring their suppliers (local family farmers). Read my thoughts on these in tomorrow's (10/18) AgProud blog post.

    1. I will be sure to check it out Ryan. Thanks for reading.

    1. I've seen the ad a couple of times and love it! Glad to see them helping connect farmers and consumers.

    1. Are Dominos purchasing their ingredients from farmers? While it's great to connect people with the producers of their food, Dominos should be careful not to falsely advertise their products. That only leads to further misunderstanding on what farmers produce, which is healthy produce, not processed 'food-like' products. Thanks for the article Nate.

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    Agriculture passionado! I lead GeoVantage's Sales, Marketing, and Business Development activities. If you haven't explored the benefit of remote sensing for production agriculture, now is the time! Not one to rest, I am also a part of the Memes Associates team where we focus on assisting large companies in the agriculture space to "re-discover their inner entrepreneur" through the introduction of market disrupting technology(s) and services.  

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