Schwan’s is merging its two pizza brands, launching products under the Chicago Town label and investing £2m in television advertising to further its goal of becoming one of the top frozen food suppliers.
From April, premium offering Freschetta, which has suffered falling sales over the past year, will be brought under the Chicago Town label and sold as Brick Oven and Oven Rise varieties within the range. The change will be accompanied by new packaging, new toppings and new sizes.
Paula Wyatt, senior brand manager, claimed the move would help Chicago Town grow the frozen pizza category, which
has seen a recent decline due to lack of innovation.
Schwan’s has a new TV ad to support Chicago Town. Entitled ‘Chicago Town: A Million Miles from Humdrum’, there are three versions aimed at reinforcing the pizza’s American image.
As part of its Chicago Town brand expansion, Schwan’s is launching a range of ready meals, including regional American specialities such as New York steak and Missouri meatballs.
From April, premium offering Freschetta, which has suffered falling sales over the past year, will be brought under the Chicago Town label and sold as Brick Oven and Oven Rise varieties within the range. The change will be accompanied by new packaging, new toppings and new sizes.
Paula Wyatt, senior brand manager, claimed the move would help Chicago Town grow the frozen pizza category, which
has seen a recent decline due to lack of innovation.
Schwan’s has a new TV ad to support Chicago Town. Entitled ‘Chicago Town: A Million Miles from Humdrum’, there are three versions aimed at reinforcing the pizza’s American image.
As part of its Chicago Town brand expansion, Schwan’s is launching a range of ready meals, including regional American specialities such as New York steak and Missouri meatballs.
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