In 2023, Domino’s is once again proving its commitment to delivering the perfect pizza experience—this time, it’s about navigating winter’s worst challenges. The “Plowing for Pizza” program is set to award $500,000 in grants for snow plowing to ensure that pizza fans can still access their favourite treat, even in the harshest winter weather. 

Consumers can apply for grants by submitting their zip codes, and Domino’s will be granting $25,000 to 20 cities throughout the season.  This endeavor is an evolution of Domino’s 2018 campaign, “Paving for Pizza,” where the brand repaired roads in various cities to safeguard its pizzas on the journey home. Now, the focus is on ensuring that pizza lovers can access their favourite pizza regardless of snow-covered roads.

Already in action in cities like Erie, Pennsylvania; Marquette, Michigan; and Manhattan, Montana, the Plowing for Pizza program goes beyond just snow plowing. Award-winning cities will receive winter hats, scarves, branded merchandise, and $200 in Domino’s gift cards, making it a comprehensive winter care package.

In a recent interview, Kate Trumbull, Domino’s chief brand officer, and Matt Talbot, co-founder and chief creative officer at WorkInProgress, the agency of record, shared insights into the campaign’s development. Trumbull emphasized the brand’s commitment to ensuring nothing comes between its customers and a hot, delicious pizza. The unexpected actions of Domino’s, like “Plowing for Pizza,” aim not only to provide the best pizza experience but also to take relevant actions that matter to consumers, fostering loyalty.

Matt Talbot highlighted the uniqueness of Domino’s approach, stating that they’re continuously proving their commitment to carryout. The “Plowing for Pizza” program is a spiritual successor to “Paving for Pizza,” emphasizing how seriously Domino’s takes the entire pizza experience, including the journey from the store to the customer’s home.

The “Plowing for Pizza” initiative exemplifies that good marketing is about more than just selling a product; it’s about creating memorable experiences that resonate with customers, fostering loyalty that goes beyond the cheese and crust.