Domino's Pizza: Building a high street brand through a change in media strategy - IPA Effectiveness Awards Case Study 2002

Brief Description: This case study highlights how Domino's became brand leaders in the pizza delivery market on a significantly smaller spend than Pizza Hut. More so, how brand leadership and the efficacy of communication helped drive a highly successful AIM listing and how a subsequent shift in brand responsive advertising has demonstrably driven sales. ;---(TAGS)--- Full Title: Building a high street brand through a change in media strategy ; Number: 2002/44 ; Brand Name: Domino's Pizza ; Client: Domino's Pizza ; IPA_ProductCoding: Sponsorship (Broadcast sponsorship) ; Entertainment & Leisure (Restaurants/cafes inc. takeaway outlets, coffee shops) ; Agency: BLM Media ; Author: Charlie Makin, Chris Moore, Steve Booth, Graham Hawkey Smith ;