Prep Time, Special Deliveries Help Seasoned Brands Take Flight

In the summer of 2002, Domino's Pizza approached its longstanding PR agency Vorhaus & Company Inc. with a new challenge. The nation's leader in pizza delivery was poised to
introduce a new spicy-chicken product, Domino's Pizza Buffalo Chicken Kickers. The PR crew knew from the get-go that this would not be an easy feat. "Let's face it: It's chicken,"
says Vorhaus Senior VP Kyle Potvin. "A lot of other people offer chicken."