Talk about the power of branding: Sixty-five people got tattooed with the Blaze Pizza logo in exchange for free pizza Saturday night in Des Moines, Iowa, according to the Des Moines Register.

To call attention to the promo, artists from the Twisted Ink shop set up a mobile unit outside Blaze’s store from 10:30 a.m. to 10 p.m. Customers who went with the $40 flame tattoo earned 24 free pizzas; the $65 Blaze name logo reaped 48 free pizzas.

Related: Woodstock's Pizza employees make permanent commitment with tiny slice tattoos.

“You can’t pass up a $40 tattoo,” one customer told the Des Moines Register. However, she added, “If it was Domino’s or Pizza Hut, I probably wouldn’t do it.”

Jesse Davis, a pizza maker for Blaze and apprentice tattoo artist at Twisted Ink, came up with the idea for the promo. It will continue to run “for the foreseeable future,” the Des Moines Register said, but customers will have to go to Twisted Ink’s permanent location to get the tats.

Related: Domino's tattoo promo fades fast in Russia

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