Advice about comparative advertising?

OK folks, the next stage of my advertising campaign is starting to unfold, and I yet again need some feedback.

The initial rush of business after the television news story on me has started to really die down and I am going to do my second round of door to door print advertising next week.

My first round was a very brief, two hour walk, hanging menus here and there around the town square, and it resulted in a TON of business. In fact, I think that the menus I hung resulted in more business than the news story.

Well, now that I have been out there for almost a month, it is even more obvious that the Subway sandwich shop is who I need to take business from. They are killing me with the healthy folks, and I want to fight back.

Here is the plan for the next marketing step:

I plan on introducing a new product next week, a low fat fat chicken-cheddar sausage. The thing only has 6 grams of fat, 7.5 grams with the extra healthy bun. It is expensive, but tastes darn good, and should be a pretty big hit. I plan on selling it for $3.50, with a $5.00 box lunch.

The entire front of the next print piece is going to be geared towards introducing this thing and comparing it to a Subway sandwich.

Fat, carbs, salt, price...everything.

What are the legals of such a print campaign? Can I get in trouble?

Honestly,
I would leave out subway in any print ad.
Need to show people that you can stand on your own.
Give them the good /positive info.
Subway has too big of a branding image.
They have been at it for a long time.
You, only 1 month. Do not start comparing, people will think that you are trying to be like them.
Build your brand.
A wise marketing man I learned from told me that it takes 10 impressions before people start to remember you.
Push 10 impressions on people and they will remember/visit you.
hope that helps a little.
joeydog

Don't put any other Companies into your advertising, they copyright for that fact and you will hear from them. If you are selling a product that is yours, than hyp your product. Don't even try to refer to "others". People will come to you to get what is originally your own, is its just like the guys down the street, you are on a level play field with the guy down the street. The public will go to who ever is best or the easiest to get too. RJF

Door hanger menus are always very effective and cheap advertising. Put them out anytime you have a new product to introduce, and blanket your entire market area with them.

I agree that it's best not to mention your competition at all. Any time their name appears in print, that's just like advertising for them.

Also another good form of print advertising I've found is the local free papers: classified traders, entertainment and alternative rags, etc. Not only are their display ads usually far cheaper than the newspaper, but since most of these are weekly, biweekly or monthly your ad gets longer exposure time per insertion.

Billboards are also a great way for a new business to put forth an established appearance. If properly placed they can be very cost effective. Nothing says "We're Here" quite like a billboard placed strategically within sight of your competition.

Rick the chicken sauage sandwich sounds good and healthy. You might want to try a veggie dog too. They don't taste as bad as they sound. There are some good ones out there. Also what about Turkey chili or veggie chili for those cool days???
Just my 2 cents

Good idea-I agree in not mentioning Subway but use a generic sub. Maybe you could invite a local food blogger to review your new creation. Do you know who your local food bloggers are??