A brilliant use of a traditional vehicle. Also a good example of slapping the big guys right in the face.

In response to a lawsuit from Taco Bell trying to nullify their trademark for “Taco Tuesday,” the folks at Taco John’s did something deliciously scrappy.

They weaponized a press release. Rather than simply responding to Taco Bell’s attorneys, or quelling any unnerved investors, the folks at Taco John’s took the opportunity to make waves and delivered admirably.

The resulting press release not only took the opportunity to establish the trademark an astounding number of times, it also became a vehicle to drive sales.

The summary as released reads, “Popular quick-service restaurant issues comment on Taco Bell lawsuit; in ‘unrelated’ news, brand announces 2 Tacos for $2 Taco Tuesday® deal“

The release goes on to mention Taco Tuesday, with its trademark symbol noticeably present, seven times while promoting its value menu:

“I’d like to thank our worthy competitors at Taco Bell for reminding everyone that Taco Tuesday^® is best celebrated at Taco John’s^®,” said Taco John’s^® CEO Jim Creel. “We love celebrating Taco Tuesday^® with taco lovers everywhere, and we even want to offer a special invitation to fans of Taco Bell to liberate themselves by coming by to see how flavorful and bold tacos can be at Taco John’s^® all month long.”

Brilliant stuff and, as I said earlier, deliciously scrappy.

You can read the official press release here.