A new multi-media campaign has been launched by Chicago Town to raise awareness of the brand’s flavours and wide choice of pizzas.
The ‘Who Knew?’ campaign will also seek to bring attention to the distinctiveness of the brand’s crusts and ranges, including Deep Dish The Ultimate One, Crispy Chicago Thin, Weekender Stuffed Crust and Tiger Crust.
The activity will include TV, on-demand, cinema and out of home, alongside social and shopper marketing support.
A new TV ad will feature some of Chicago Town’s recently launched flavours including Salt ‘n’ Pepper Chicken and Picante Nduja.
Seven new products, six pizzas and a garlic bread, were added to the Chicago Town range last autumn. Two of the products were inspired by tavern-style pizzas – thin pizzas that are topped to the edge and are traditionally served in bars.
The new ad will also be broadcast in cinemas ahead of movies including Magic Mike’s Last Dance, Dungeons & Dragons, Creed III and Ant Man & The Wasp: Quantumania.
Out of home activity will include major cities and high-impact locations including The Trafford Arches, Billingsgate Tower and Salford Arch, with national railway D6 Sheets and 48-sheets, four-sheet takeovers and urban bus ‘Supersides’ adverts.
“We know that pizza fans love the delicious flavours, quality and great value our pizzas offer,” said Chicago Town marketing manager Rachel Bradshaw. “This new campaign, supported across VOD, TV, OOH, social and cinema, will increase our awareness whilst highlighting our innovation and the variety of choice we offer to pizza lovers.”
Chicago Town added that the campaign followed a successful year for the brand. Citing IRI data for the year ending 31 December 2022, the brand said it amassed total sales of £133.6m, giving a total share of 26.2% of the frozen pizza category. Total category sales rose 8.2% year-on-year over the period to £508.3m.
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