Chicago Town is set to launch a £4.5 million advertising campaign on October 3. The new initiative invites pizza enthusiasts to “Feed Your Urge; Go To Town,” highlighting the brand’s belief that the craving for pizza is “impossible to ignore.”
The campaign will utilize multiple media platforms, including television, cinema, video-on-demand (VOD), YouTube, social media, and national outdoor advertising. This outdoor campaign will feature large-format displays, rail advertisements, and bus placements.
Chicago Town is also introducing four new products. These include Tear ‘n’ Share doughballs, an Ultimate BBQ Stuffed Crust with Pulled Pork, and a Bacon Ham & Pineapple option in the Tiger Crust range. Additionally, the Magnificent Meat Feast will now feature a BBQ stuffed crust.
The brand is also refreshing its packaging to better showcase its “Ultimate” tier within the core range. The new packaging will incorporate NaviLens, a code designed to assist individuals with visual impairments, making the information on the packaging clearer and more accessible.
Paula Wyatt, head of marketing – Pizza at Dr. Oetker UK, expressed enthusiasm about the campaign. She stated, “In recent years, we have successfully unified the brand under our real taste of Chicago positioning. We are excited to elevate this by showing all pizza lovers that their craving for delicious pizza can be satisfied with our products readily available in the freezer.”
With the introduction of four new pizzas, Wyatt emphasized the brand’s commitment to meeting the needs of all pizza lovers. She noted that while frozen pizzas offer great value, many consumers are surprised by the high quality that rivals popular takeout options. “Our new campaign aims to proudly declare that our home is in the freezer, where you can truly enjoy satisfying pizza,” she added.
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