Capitalizing on marketing from the Big Guys

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From “wa dave guest” in the Lousy Pizza Thread:

We don’t market against the cheapies but love the amount of advertising they do as they not only advertsise their own brand but pizzas in general. Each time they have a advertising blitz our sales have an increase.

This got me thinking, are there any creative ways you try and capitalize on mass mailings, coupons or other things done by your chew-and-spew competitors? I read a while back on Big Dave’s web site that he used to accept all competitors coupons, thereby saving hundreds of dollars per week in his own mailing and printing costs.

Also, do you see an increase in your own sales as “wa dave guest” did as a result of them promoting “pizza in general”?