Chicago Town has unveiled its new masterbrand campaign, that seeks to challenge perceptions that frozen pizza is only for emergencies and as a back-up.
The new campaign, premiering on 3 October, encourages pizza lovers to ‘Feed Your Urge; Go To Town’. This is based on the insight that a craving for a truly satisfying pizza is impossible to ignore. Unsurprisingly, it is also suggested that this is an itch that can only be scratched by Chicago Town.
The new multi-media campaign, in which an imposing blue freezer features prominently, includes spend across TV, cinema, video on demand, YouTube, social media, and a national outdoor campaign. It is expected to reach over 90% of the UK’s pizza lovers.
The advertising blitz comes with four new products launching: Ultimate Tear ‘n’ Share Cheesy Doughballs; Ultimate Stuffed Crust Memphis BBQ Pulled Pork Pizza; BBQ Stuffed Crust Magnificent Meat Feast Pizza; and Tiger Crust Bacon, Ham & Pineapple Pizza.
The NPD rollout has now begun, with Tear ‘n’ Share launching in September. The full range will be available in the coming months.
The line-up benefits from a packaging refresh which clearly differentiates its premium, ‘Ultimate’ tier from its core range – making it easier for shoppers to navigate the range. The brand’s new packaging also features NaviLens, a unique code that aids those with visual impairments, making pack information clearer and easier to read.
