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?
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(Images: Restaurant News, Miami Herald)
DUDE! They are TOTALLY channeling Christopher Kimball! I think you're right, it's carefully crafted. Unfortunately I wish it were a higher caliber of product.
view Cakespy's profile
Domino's is one of my guilty pleasures.. but that is just wrong. Evil genius, but wrong.
view sara jane's profile
how dare they.
they don't know who they're messing with.
O.k. fine.
Now domino's has to succumb to one of Kimball's blind tastings where he will surely spit it out and say that it reminds of him of something he used to order in college after a night of binge drinking.
view art's profile
How dare the kitchn for listing Rachael Ray and Christopher Kimball in the same sentence. Kimball is a god!!!
view danaiskey's profile
i thought the same thing when I saw that commercial run the other night. I think it's a bit of a rotten trick and less of an inside joke kinda thing.
view deftgurl's profile
I saw the commercial a couple of days ago, but didn't think of the Kimball resemblance until I read your headline.
Cook's Illustrated has offered at least a couple of really awesome pizza recipes, especially their pizza bianca that they recently published. Nom!
view OneWallKitchen's profile
SHAMELESS!
view green-bean's profile
Hmm...I thought the commercial was stupid. But I did not think of Kimball at all when I saw it.
view wunami's profile