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Domino's: Brand Protection

Bus_doms_pizza Brief

Changing consumer needs mean that the legislative, pressure group and media agenda is now more than ever focussed on food companies and their brands. Understanding and shaping this agenda is essential as issues from labelling, fat, sugar and salt content to brand marketing, environmental impact and ethical practices contribute to putting the food industry under intense scrutiny.Our brief was to assist in tracking external company influences and advise on appropriate solutions and actions

Solution

Domino's subscribed to Lexis Think Tank, a full issues tracking and advisory service. Through analysis of legislation, real-time media, the internet and pressure group reports, Lexis Think Tank monitors all potential issues for Domino's, distributes daily information bulletins, advises on action and potential campaigning platforms.

Results

Among the many issues monitored and acted upon, we recommended that Domino's maintain its market leading position by matching the labelling standards set-out for pre-packaged foods under the UK's Food Labelling Regulations and the European Directive 200/13/EC. Together with Domino's we collated nutritional data and our design team created the Domino's Food Guide - an information resource for consumers held in every Domino's store, containing nutritional and ingredient information about all Domino's products.