The Campaign

A design that turn wastage into bite-size pieces for sharing.

Creative Execution

• Elements and integration: A pizza cutter has always been part of pizza dining experience, designing a shame piece cutter not only increased the dining experience but solved a cultural problem as well. • Touch points: In store activation in 7 different outlets in HoChiMinhCity. • Materials, style elements, choices: Specially designed stainless steel pizza cutter with polished Africa Mahogany (Khaya wood) handle. • Development, process: Two months from prototype to production. Water abrasive-jet cut, stainless steel welding and polished. Polished Africa Mahogany (Khaya wood) handle. Shame Piece Cutter that cuts a slice of pizza into smaller pieces (bite size) that resembles the original slice. The cut bite-sized pizza are miniature of the original slice (before it was cut). • Scale: Domino’s Pizza has 7 outlets in HoChiMinhCity, Vietnam each outlet was given 2 Shame Piece Cutters. The Promotion ran for 2 weeks to gauge consumer’s response to the cutter.

Indication of how successful the outcome was in the market

• Value added to brand: Building brand love with the consumers. • Value for consumer: A design that changes the consumer’s behavior toward the last piece of pizza. Shame is no longer an issue. • Reach/cultural impact: In Vietnam, it’s impolite to take the last piece of food, this design has reduce wastage significantly due to shyness. • Sales: This activation/design doesn’t have a sales KPI, even though it was well received by consumers in helping them overcome a cultural issue. • Achievement against brief: The brief is to provide a solution to the last piece of uneaten pizza (shame piece). We have eradicated the problem entirely. • Other KPIs: A simple solution that overcomes a social problem and having our design being register for a design trademark.

• Brand relevance: Domino’s Pizza believes in providing the best pizza and restaurant service to our customers, this design activation has solved a cultural problem in Vietnam, the last piece of uneaten pizza due to shame. • Choice of campaign elements: A pizza cutter has always been part of pizza dining experience, designing a shame piece cutter not only increased the dining experience but solved a cultural problem as well. • Target audience: Young Vietnamese who love pizza. • Approach: In store activation in different outlets in Ho Chi Minh City.