The takeaway pizza brand has filed a complaint to the Advertising Standards Authority about the TV advert, which launched earlier this month. The Chicago Town Takeaway spot runs the bold “Voted No.1 versus Domino’s” strapline claiming it ran blind taste tests that proved its credentials against the high street pizza delivery chain.
The independent survey was of 170 consumers Chicago Town says, but Domino’s is challenging whether the methodology used was fair.
Chicago Town says it is answering the additional questions raised by Domino’s.
A spokeswoman for the company says: “Our Chicago Town Takeaway pizzas were compared in an independent blind taste test against the market leaders in high street takeaway and delivery pizza. We are proud of and are presenting the findings of this independent research, helping consumers to understand there is real quality alternatives available from the supermarket, that can save families money too.”
The campaign also features a cheeky “Switch and Agree” mechanic offering consumers a Chicago Town branded box of dominos tiles in exchange for trying the test themselves.
It is not the first time Chicago Town’s Takeaway brand, which it says is now worth £35m, has taken aim at rivals. In 2012, the brand ran a national press drive promoting a similar poll that revealed it was the nation’s “number one pizza” following a blind taste involving both Domino’s and Pizza Hut.
Domino’s did not respond to request for comment by the time this article was published.