Donatos gets touchy feely
Donatos has launched a new ad campaign that takes the focus completely off of the pizza. Huh?
The new tagline for the Columbus-based chain is “every piece is important” and is meant to stress, not the pizza, but the the feeling and emotion that you experience with your friends and loved ones when the meal is gone. Again I say “huh?”
The campaign, backed with new radio and tv spots, digital media, store enhancements and new pizza boxes, breaks with the traditional way that we see pizza marketed and Donatos says that’s the goal. They says that their pizzas are basically a means through which people can enhance their relationships and their community.
Look, I still say “edge-to-edge” when I think about Donatos. Believe me, I can name a hundred places that should use their advertising to draw attention AWAY from the food. Donatos isn’t really one of them. To me, this seems one silly step removed from having baristas strike up race-relation conversations with me at Starbucks. (jj)
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