Domino's Pizza Lauches "Secretary of Taste" Campaign

On Monday evening, President Obama pushed his stimulus plan to a national TV audience from the East Room of the White House.

The Secretary of Taste, meanwhile, took to the airwaves to promote a separate stimulus deal.

Pundits offered no opinion on which stimulus package has the better chance of success, but the Secretary of Taste's recipe had already been deemed an "American Legend" by its creators.

Indeed, the Secretary of Taste himself is a creation of the minds at Crispin Porter + Bogusky, and the stimulus package in question is the new "American Legends" line of specialty pizzas from Domino's Pizza.

While Republicans have criticized President Obama's stimulus package as too bloated, Domino's Secretary of Taste--in commercials that debuted Monday--boasts that the new pizzas contain 40% more cheese than consumers would normally find in their pies.

The ad series, starting with two spots and more planned, will run through April 12 on cable and broadcast networks shows, including "Medium," "Grey's Anatomy," "The Bachelor" and "The Simpsons." GroupM's Mindshare is the media buyer.

The "American Legends" campaign will also include online, promotional print, direct mail and packaging--with redesigned pizza boxes reflecting the American Legends theme.

"These pizzas are packed with so much bold taste in every bite, I had to endorse them as a part of my taste stimulus package," the Secretary of Taste was quoted in a press release. "These specialty pizzas are as American as apple pie, and they will comfort young and old through these tough times. I've even lobbied for 40% more cheese and the approval of America's Dairy Farmers."

The American Legends line of pizzas, featuring new topping combos in addition to cheesy crusts and the extra cheese overall, includes Honolulu Hawaiian, Cali Chicken Bacon Ranch, Pacific Veggie, Memphis BBQ Chicken, Buffalo Chicken and Philly Cheese Steak.