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Domino's and Subway get in a food fight
January 21, 2009
ANN ARBOR, Mich. -- Domino's Pizza has received a letter from Subway demanding it cease and desist from running advertising featuring the claim that its new Oven Baked Sandwiches beat Subway's equivalent sandwiches by a 2-to-1 margin in a national taste test.
Domino's has not only refused to pull the work, it has responded by launching a new TV spot featuring chairman and CEO David A. Brandon burning up Subway's letter in one of the ovens used to bake its sandwiches.
"We're flattered that Subway would consider us a threat, since we're still new to the sandwich game - but we also thought the best way to respond to their letter was in an irreverent fashion," Brandon said. "I think I did what any red-blooded American always wants to do with a letter from a lawyer: burn it to a crisp."
Brandon agreed to be featured in the ads from agency Crispin, Porter + Bogusky for the first time in his 21-year history as a corporate CEO, and in his 10 years as Domino's chief. The 30-second version of the commercial aired for the first time Jan. 21 during American Idol on the Fox network.
Read also, Domino's takes on Subway in sandwich survey.
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