Domino’s is certainly embracing the new “honest and open” parlance of marketing that the Social Media age has ushered in. Anyone that spent much of New Year’s Eve/Day in front of the boob tube probably saw the ill-reputed pizza chain’s new “Oh Yes We Did” campaign, in which the company’s  employees address real consumer complaints about the terrible, terrible food-like products that they sell.

In a corporate feel-good moment, Domino’s resolves to make their food better, but will this newfound openness pay off, or are they overplaying their hand? The campaign, which began several weeks back, already has its critics. Among them is Adweek’s Barbara Lippert, who praises the video’s “weird, earnest honesty,” but also labels the spot “cringe inducing” for its graphic depictions of the just-as-gross-looking-as-before new recipes, as well as the hammy team-building that occurs among the chefs as they set about righting decades of culinary wrongs.

Ultimately, Lippert and others ask if the campaign – which includes the requisite landing page and Twitter presence – will really work. Do Domino’s core customers really care about the taste of the pizza or are they more concerned with the chain’s real unique selling propositions: the low price, ready availability and fast delivery?

Perhaps 2010 will tell. In the meantime, I believe it’s your move, Monsieur Hut.