Chicago Town Pizza claim that it's 'voted number one versus Domino’s' misleading, ASA rules
Dr Oetker’s Chicago Town Pizza is no longer allowed to claim that it is “voted no.1 vs Domino’s”, after the ASA ruled that it was misleading.
The boast, made in an ad campaign, came after Chicago Town Pizza asked 170 respondents to taste its pizza against Pizza Hut and Domino's, with participants asked to choose what one they preferred based on taste, description and price.
It was found that for the one flavour tested, 39 per cent chose Chicago Town, 37 per cent chose pizza Hut and 24 per cent chose Domino’s.
ASA concluded: “From the data presented it was not possible to tell which of the other pizzas (Chicago Town or Domino's) this 37 per cent of participants would have selected in a head-to-head test and we therefore considered it was misleading to imply that Chicago Town had beaten Domino's in a head-to-head test.”
The ad must not be broadcast again in its current form.