Dominion To deliver the "We're fresh obsessed" promise for Dominion, Rethink considered the burden of proof. The guarantee was simple: it's fresh or it's free. If a shopper found any spoiled product in a Dominion store, they merely needed to take it to customer service and get a fresh replacement free of charge. The ads needed to be simple, while providing an explanation. TV spots showed customers who were obsessed with freshness, and got results.
Perfect fit
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