Frozen pizza brand Chicago Town has launched a new £4.5m marketing campaign whilst unveiling four new products set for supermarket freezers.
Aiming to challenge perceptions that frozen pizza is for back-up and emergencies only, the new campaign encourages consumers to ‘Feed Your Urge; Go To Town’.
Adverts premiered last week across TV, cinema, video on demand, YouTube, and social media, as well as OOH such as large format, rail, and bus placements – these are expected to reach over 90% of pizza lovers in the UK, it said.
“Over the past few years, we’ve successfully unified the brand under our real taste of Chicago positioning, developing the range and campaign platform to showcase our Chicago inspired, indulgent pizzas,” commented Paula Wyatt, head of marketing – pizza at Dr. Oetker UK.
“We are excited to now take this to the next level, demonstrating to all pizza lovers that satisfying an all-out craving for delicious indulgent pizza comes from having it always to hand in the freezer.”
Wyatt said it was no secret that frozen offers great value for consumers, but claimed some were surprised at the “standout quality of Chicago Town” which competes with high street take-out brands. “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,” she added.
The Dr. Oetker-owned brand reported a current market value of £155 million with volume growth of 3.5%, more than twice that of the retail pizza category (+1.6%). It said its latest move, which follows on from its ‘Who Knew?’ campaign last year, signals its determination to continue this upward trajectory.
At the same time, Chicago Town has also come out with the following quartet of NPD:
- Ultimate Tear ‘n’ Share Cheesy Doughballs (rsp: £3.95) – stuffed with a three-cheese sauce and finished with a sprinkling of Pecorino cheese and herbs
- Ultimate Stuffed Crust Memphis BBQ Pulled Pork Pizza (rsp: £4.99) – having previously debuted on the Deep Dish range, this pulled pork and sweetcorn pizza has signature BBQ sauce filling the crust
- BBQ Stuffed Crust Magnificent Meat Feast Pizza (rsp: £4.50) – now updated to include a crust filled with BBQ sauce, the pizza is topped with pepperoni, ham, sausage, mozzarella, and tomato sauce
- Tiger Crust Bacon, Ham & Pineapple Pizza (rsp: £3.50) – joining the Tiger Crust range is this pizza topped with streaky bacon, ham, pineapple, mozzarella and signature tomato sauce.
The line-up benefits from a bold packaging refresh which clearly differentiates its premium ‘Ultimate’ tier from its core range. This makes it easier for consumers to find solutions for different occasions, it said. The new packaging also features NaviLens, a unique code that aids those with visual impairments by providing clearer and easier to read information.
Tear ‘n’ Share Doughballs have already been rolled out at retailers, with the full range becoming available in the coming months.
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