Get your own strategy.

I came across this billboard on Agency Spy - it's for a Regional pizza chain based in the Denver area.





From their website, it appears they have about 20 locations.





I'd never heard of Anthony's and, unless you live in the Rocky Mountain state, unlikely you have either. Albeit small and unknown, I think this campaign illustrates well what not to do.





Clearly Anthony's headlines, which include the one shown as well as "If their ingredients are better, why isn't their pizza better?" are intended to take a strike at Domino's new 'we made it better' campaign.





This is a bad idea for a handful of reasons, but primarily because it 1) takes for granted people know what Domino's is up to enough to read between the lines and, more importantly, 2) does nothing to leverage its own attributes to build a brand.





Anthony's claims to be "real NY pizza", the kind "NY'ers are proud to eat" and you "fold in half to eat." Assuming it's true, isn't that a positioning better served with an equally authentic campaign rather than one that attempts to trash talk a mega brand that outspends about 500 to 1?

(Perhaps it's just an attempt by the creative team to get Crispin's attention in their own backyard.)

Most of us will never come across an Anthony's pizza joint, but there is a valuable lesson here about positioning for any brand - large or small. Get your own.

OFF STRATEGY.