I think a more genuine headline would be "Domino's spent $50.4 million (and counting) on TV ads [that] brag about [their franchisees] giving local businesses a total of $100,000"

Clearly they're going to spend money on advertising anyway. And it's not unreasonable for those advertisements to include things they are proud of, such as when their franchisees support local businesses. They clearly say "Domino's franchisees" in the ad.