Chicago Town has thrown £4.5m behind a new masterbrand campaign aimed at improving the perception of frozen pizza.
Premiering on 3 October, the ‘Feed your urge, go to town’ ad depicts a commuter that can’t ignore his pizza craving.
It aims to demonstrate that consumers need not fork out for takeout to feed their urge.
The campaign will include TV, cinema and video-on-demand advertising, in addition to social media and a national outdoor campaign. It is expected to reach over 90% of pizza lovers across the U.K.
While it was “no secret that frozen offers great value for consumers; what is surprising to some is the stand-out quality that competes with the high street takeout brands, too”, said Chicago Town head of marketing Paula Wyatt.
“Our new campaign aims to be loud and proud that our home is in the freezer,” Wyatt added.
The push coincides with a “bold” packaging refresh across the brand, which aims to clearly differentiate its premium Ultimate tier from the core range, making it easier for shoppers to navigate.
The updated packaging will also feature NaviLens, a scannable code that aids shoppers with visual impairments, making pack information clearer and easier to read.
Chicago Town has also added four products to ensure its range met the needs of “all pizza lovers”, according to Wyatt.
Takeaway Stuffed Crust Magnificent Meat Feast (rsp: £4.50) and Tiger Crust Bacon, Ham & Pineapple (rsp: £3.50) have joined its core range, while Stuffed Crust Memphis BBQ Pulled Pork (rsp: £4.99) and Tear ‘n’ Share Cheesy Dough Balls (rsp: £3.95) have been added under its Ultimate tier.
Tear ‘n’ Share Cheesy Dough Balls have already hit freezers, with the new pizzas set to hit retailers over the coming weeks.
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