Domino’s (DPZ) “The Pizza Turnaround” is one of the best and boldest ad plays in recent years.
Struggling to inch its stock above $5 a share at the end of 2008, DPZ had a huge image problem rooted in its product quality. Customer feedback about the pizza was brutal, but Domino’s CEO Patrick Doyle took those words to heart. Then he changed everything about the pizza and served it back to critics.
Shares have gained almost 500% since February 2010.