Donatos

Donatos Declares Pizza Revolution

Agency Positions Restaurant Chain as Everyday Exceptional

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2/18/2008 (COLUMBUS, Ohio) --Donatos Pizza has unveiled a bold new logo, advertising, website, and packaging in order to motivate consumers to stand up for what pizza should be.



The new campaign, created by advertising agency TenUnited, features comical TV and radio spots asking consumers to shun mediocre pizza and join the pizza movement by logging on to Donatos.com. By joining the movement consumers will receive exclusive online deals and be eligible to win daily prizes.



Donatos' high-quality ingredients and unique recipes differentiate it in a highly saturated market. The family-owned and-operated chain took a cue from TenUnited behaviorists, who learned that people in almost every food category want to "trade up" for a more premium food experience. Donatos wants to represent that trade-up for the pizza category.



"We want to make pizza night special again," said Tom Santor, Executive Director of Brand Marketing and Public Relations for Donatos. "We're dedicated to making every part of our experience exceptional."



In an effort to unify the look and feel of the chain Donatos will remodel a significant number of Columbus locations this year. Other Donatos locations will undergo enhancements in the next few years. The company will celebrate its 45th anniversary in June.



About Donatos

Donatos Pizza, founded in 1963 by Jim Grote, is family-owned and operated, and headquartered in Columbus, Ohio. The creator of Edge-to-Edge® pizza, Donatos Pizza is recognized as the gold standard in pizza, using only the freshest, high quality ingredients and highest food and safety standards to create delicious, award-winning products that are all trans-fat free. Donatos and its Franchise Partners operate more than 175 stores in six states. Additionally, Donatos operates 47 Take & Bake kiosks in Kroger stores as well as 16 entertainment and sports venues.



About TenUnited

TenUnited will soon be known as Engauge. Engauge was created in August through a partnership between Halyard Capital and marketing industry executive Stan Rapp, in conjunction with the acquisitions of TenUnited and data analytics firm Direct Impact. It will be a marketing agency formed to unite the power of digital, traditional, and direct marketing. Each member of Engauge will retain its core specialty, utilize the expertise of other members to broaden its offering, and adopt a brand/response/data approach to advertising across all channels. Engauge's client list will include Airborne, Best Buy, International Delight, Land O'Lakes, Logitech, MasterFoods USA, OfficeMax, Perkins Restaurants, Pert Plus, Sears Optical, Sony, Sure, TiVo, and WellPoint.

Media contact:
Tom Santor
(614) 416-7700
tsantor@donatos.com