When you’ve got a pizza in the passenger seat, just about any disruption during your drive could spell disaster for your dinner.

Domino’s previously addressed this issue by launching Carryout Insurance, which offers to replace your pizza if it’s damaged between their store and your mouth. But now the pizza chain is getting out in front of the problem, and making a lot of non-pizza-carrying drivers happy in the process.

The Domino’s “Paving for Pizza” project has already fixed more than 50 potholes, and it’s only officially launching today. The first cities to receive and accept the offer were Burbank, California; Milford, Delaware; Bartonville, Texas; and Athens, Georgia.

You can request for potholes to be fixed in your town via the campaign website, where you’ll also see a fun visualization of how much damage a pizza suffers during different levels of hazardous road conditions.

“Domino’s is a brand that is relentless in its pursuit of making everything about the pizza experience better, from how it’s made to how it’s ordered and delivered,” says Kelly McCormick, creative director at CP+B. “We know that the carryout experience includes everything from ordering, to getting the pizza home in perfect condition. This forced us to think broader about carryout and meant that we had to consider the drive or walk home, on the pothole-ridden roads and icy sidewalks that we don’t own and can’t control ourselves. So, we decided to go where no other pizza company would go.”

Initial response from residents of the community has been positive, according to the creative team.

“People understand that Domino’s is willing to go above and beyond to protect the sanctity of their product,” says McCormick, whose innovations on the Domino’s account earned her a spot in Adweek’s Creative 100. “And that is something that can only come from a true brand action, a true bold stake in the ground.”

CREDITS:

Campaign: Paving for Pizza

Agency: CP+B

Global Chief Creative Officer: Linus Karlsson

Evp Executive Creative Director: Tony Calcao

Creative Directors: Kelly Mccormick, D’arcy O’neill

Associate Creative Directors: Marthon Pucci, Brian Caruso, Emily Salas, Tyler Gonerka

Vp, Director of Content Production: Sloan Schroeder

Integrated Producer: Alina Moeller

Jr. Producer: Amber Pena

Vp/Executive Interactive Producer: Dan Corken

Interactive Producer: Morgan Burrows

Account Directors: Jacqueline Redmond, Allison Foley

Content Supervisors: Michelle Robertson, Mark Hurley

Content Managers: Brad George, Sam Carolan

Design Director: Adam Skalecki

Senior Designer: Victor Won

Project Manager: Stephanie Marcone

Senior Business Affairs Consultant: Lisa Gillies

Business Affairs Managers: Kimberly Campbell, Cristina Fajardo

Group Strategy Directors: Courtney Loveman, Ethan Decker

Strategist: Katie Sherman

Production Company & City: Chelsea Pictures – Los Angeles

Director: Thomas Beug

Owner/executive Producer (Production Co): Lisa Mehling

Vp/executive Producer (Production Co): Pat Mcgoldrick

Producer: Maeliosa Tiernan

Telecine Company & City: Co3 – Santa Monica

Colorist: Stefan Sonnenfeld

Color Assistant: Aaron Flickinger

Senior Color Producer: Katie Andrews

Editorial Company & City: Union Editorial/marshall Street Editors

Editor: Spencer Ferszt

Assistant Editor: James Bedford

Producer: Samantha Machado

President/managing Partner: Michael Raimondi

Mix And Sound Design Company & City: Lime Studios – Santa Monica

Executive Producer: Susie Boyajan

Producer: Kayla Phungglan

Engineer & Sound Designer: Matt Miller

Assistant Engineer: Lisa Mermelstein

Postproduction & Vfx Company & City: Method Studios – Los Angeles

Vfx Supervisor/lead Flame: Kelly Bumbarger

Support Flame Artists: Thomas Downs, Aidan Thomas, Sean Wilson, Louis Schachte

Senior Producer: Julia Paskert

Executive Producer: Ananda Reavis

Producer: Thuy Ta

Animation Company & City: Cut Quest – Denver

Animators: James Bedford

Music House & City: Jsm Music – New York

CCO/co-composer: Joel Simon

Executive Producer: Jeff Fiorello

Producer: Norm Felker

Website Production Company & City: Stink Studios – New York