Turning around an entire company.

In 2009, Domino’s realized that their pizza recipe wasn’t cutting it anymore, and made the bold decision to change their recipe after 50 years.

The challenge for us? How do. you get people to believe that your “new and improved” pizza is actually better, when you’ve lost all credibility by selling bad pizza for decades.

The answer was to abandon all pretense, admit that Domino’s pizza was “totally void of flavor” and tell the true story, warts and all, of the real people trying to make amends for serving a poor quality product.

This “radical honesty” strategy was panned by ad writers on the day it came out, only to have Adweek’s Barbara Lippert later “pull a Domino’s” in a new article by admitting she was wrong about the campaign.

In the end, the “Pizza Turnaroud” campaign sparked one of the most dramatic corporate transformations in history, sending sales and the stock price skyrocketing.