Chicago Town is launching a new masterbrand campaign that aims to challenge perceptions that frozen pizza is for backup and emergencies.
The new campaign, premiering on 3rd October, encourages pizza lovers to ‘Feed Your Urge; Go To Town’. The freezer plays a central role, demonstrating that consumers don’t need to fork out for take-out to feed their urge.
The £4.5m campaign includes investment across TV, cinema, VOD, YouTube, social media, and a national outdoor campaign covering large format, rail, and bus placements.
The activity comes amid the rollout of four new Chicago Town products, including Tear ‘n’ Share doughballs, Ultimate BBQ Stuffed Crust with Pulled Pork, Bacon Ham & Pineapple for the Tiger Crust range, and a change to their Magnificent Meat Feast to include a BBQ stuffed crust.
The line-up benefits from a packaging refresh, which differentiates its premium ‘Ultimate’ tier from its core range – making it easier for consumers to navigate the range and find solutions for different occasions. The brand’s new packaging will also feature NaviLens, a unique code that aids those with visual impairments.
Paula Wyatt, Head of Marketing – Pizza at Dr. Oetker UK, commented: “Over the past few years, we’ve successfully unified the brand under our real of taste of Chicago positioning, developing the range and campaign platform to showcase our Chicago-inspired, indulgent pizzas. We are excited to now take this to the next level, demonstrating to all pizza lovers that satisfying that all out craving for delicious indulgent pizza comes from having it always to hand in the freezer.”
Wyatt added: “With four new pizzas launching, we’ve gone to town on our range ensuring we meet the needs of all pizza lovers. It’s no secret that frozen offers great value for consumers, what is surprising to some is the standout quality that competes with the high street take out brands too. Our new campaign aims to be loud and proud that our home is in the freezer, that’s where you can really go to town on delicious satisfying pizza.”
