Dr Oetker-owned brand Chicago Town has invested £4.5 million in a new masterbrand campaign, challenging perceptions that frozen pizza is only for back-ups and dinner emergencies.
Launching on 3 October, the TV ad encourages pizza lovers to ‘Feed Your Urge: Go To Town’ based on the insight that a craving for a satisfying pizza is impossible to get out of your head.
The new multi-media Chicago Town campaign includes investment across TV, cinema, video-on-demand, YouTube, social media and a national outdoor campaign covering large format, rail and bus placements.
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In addition to the hero campaign, a selection of new Chicago Town products – including Tear ‘n Share doughballs and ultimate BBQ stuffed crust – will be showcased with a bold packaging refresh which differentiates the brand’s ‘ultimate’ tier from its core range.
“Over the past few years we’ve successfully unified the brand under our real of taste of Chicago Town positioning, developing the range and campaign platform to showcase our Chicago-inspired, indulgent pizzas,” said Dr Oetker head of marketing Paula Wyatt.
“We are excited to now take this to the next level, demonstrating to all pizza lovers that satisfying that all out craving for delicious indulgent pizza comes from having it always to hand in the freezer.”