We often turn to Christopher Kimball for advice on cooking and kitchen products, but take-out pizza from an international chain? Not so much.
That's why we were so confused when we caught a glimpse of Domino's Pizza commercials featuring the company's "Secretary of Taste" character.
He bears a striking resemblance to the founder and editor of Cook's Illustrated and Cook's Country magazines and star of "America's Test Kitchen" on PBS.
Do you see it? Read on for a side-by-side comparison and more thoughts on this unexpected campaign.
Let's see, we've got the wire-rimmed glasses, the bow tie and red apron. There's even a similar smirk and a nearly identical, er, hairline.
While Kimball tests products and recipes in "America's Test Kitchen," the "Secretary of Taste" recommends regionally inspired pizzas billed as "American Legends."
So is it a strange coincidence or a carefully crafted likeness? We're leaning toward the latter. Kimball's name may not be familiar to people who aren't interested in cooking in the same way someone like Rachael Ray's would be, but his signature style – and even a vague knowledge of his role as a quality tester and recipe perfecter – might register just enough to add a bit of credibility to the product. In which case, it could be a stroke of marketing (evil?) genius, though we wonder if Kimball – the real one – would approve.
Our guess is that he would tell us exactly how to make a homemade pizza that's 10 times better, with just the right ingredients, the perfect pan or stone and the sharpest pizza cutter.
What do you think about the spots? Savvy or shameless? Or do you think we're totally off base?
- New York Magazine: Watch the "Secretary of Taste" commercial
- Restaurant News: Domino's Appoints 'Secretary of Taste' in Ads
- America's Test Kitchen
- Cook's Illustrated
- Domino's Pizza
- Questions for Kimball: How Can I Cut a Cook's Illustrated Recipe?
- Questions for Kimball: What's Up With Adam from Equipment Corner?