A slice of East Texas is making its way onto social media feeds across the country.
Domino’s Pizza has launched a national social media campaign promoting its new S’mores Lava Cakes. While the campaign is reaching a nationwide audience, much of it was filmed in Winnsboro, showcasing the town’s charm and familiar faces.
Why Winnsboro? Producers were drawn to the town’s distinctive red barn-style Domino’s building. From there, the production became a community-wide effort, with local businesses and residents pitching in to help. Among those featured are Kaitlyn Rodriguez, assistant manager at the Winnsboro Domino’s; actor and model Tyler Wood; and Ruby, a 26-year-old Quarter Horse mare.
Amy Becker, owner of High Standard Stables, said producers were looking for “a calm horse” for the shoot. Ruby, who normally serves as a beginner horse, fit the role perfectly.
“I had a hunch she really wasn’t going to be fazed by anything. And she wasn’t. She was just chill as could be and loved all the attention,” Becker said.
Rodriguez, who has worked for Domino’s for eight and a half years, said, “it was one of the first times they (Domino’s) had used an actual employee for their commercials.” She described the experience as “really exciting” and “definitely one-of-a-kind.”
While the campaign centers on a new national dessert offering, for Winnsboro it highlights how an entire community can come together to create something special.
“Who would have thought that people would come to Winnsboro for this?” Becker said. “It’s just super exciting to have this done in our little town.”