There’s no such thing as bad pizza. People will eat refrigerated, left-over, gas-station pizza. This, from research. Donatos, on the other hand, is really good stuff. So, how do you get people to raise their standards just a smidge? Position the other guys as just so-so.

Are people embarrassed to eat mediocre pizza? They should be.

Outdoor and transit stops hit people on the way home with the idea of getting a better-than-average pie.

Ditto for radio. Donatos kept track of daily receipts. When this work was in market, sales went up. A lot.

If mediocre pizza is a crime, then there must be lawyers out there defending the victims. These uber-cheap spots parodied classic law firm commercials and ran late at night for the college student/after-bar crowd.

All traffic was driven to an equally typical law firm site. People could type in questions to get live “legal advice” from Royce Warwick himself. A Pizza Rights page reminded them why they deserved Donatos. And a Settlement page offered a printable coupon.