Foodie Culture and Domino’s Self-Flagellating Ad Campaign
Slate dissects Domino’s latest television ad, which rolls out the company’s “new and improved” pizza after airing some especially brutal customer criticism.
I’m kind of reluctant to throw Domino’s under the bus (if only because its “5-5-5” deal basically got me through college) but I was struck by the commercial’s emphasis on all-natural, quality ingredients. McDonald’s has also recast its brand in similar terms, from boasting about the dollar menu’s nutritional value to talking about the quality of its ingredients. I don’t know if this signals a broader trend, but it’s an interesting look at how some mainstream eateries are self-consciously appropriating the vocabulary (and values) of foodie culture.