Chicago Town expands range, takes on high street take-outs with new £4.5m campaign

Chicago Town has announced the launch of its new Masterbrand campaign, challenging perceptions that frozen pizza is for back-up and emergencies, showcasing its unique from-the-freezer deliciousness.

The new campaign, premiering on 3 October, encourages pizza lovers to ‘Feed Your Urge; Go To Town’, based on the insight that a can’t-get-it-out-of-your-head craving for a truly satisfying pizza is impossible to ignore – and how only Chicago Town can feed that urge, because they truly “Go To Town” on their pizzas.

Throughout the campaign, the ‘Freezer’ plays a central role, showcasing that oven-bubbling deliciousness can come from the freezer, demonstrating that consumers don’t need to fork out for take-out to feed their urge.

The new multi-media campaign includes major investment across TV, cinema, VOD, YouTube, social media, and a national outdoor campaign covering large format, rail, and bus placements. It is expected to reach over 90 per cent of pizza lovers across the U.K.

Already the category leader in grocery retail pizza, with a market value of £155 million and volume growth at 3.5 per cent, over twice that of the category (+1.6%), Chicago Town’s latest moves signal its determination to continue this upward trajectory.

The brand has also announced the launch of four new products, including Tear ‘n’ Share doughballs, Ultimate BBQ Stuffed Crust with Pulled Pork, Bacon Ham & Pineapple for the Tiger Crust range and a change to their Magnificent Meat Feast to include a BBQ stuffed crust.

The line-up benefits from a bold packaging refresh which clearly differentiates its premium, “Ultimate” tier from its core range – making it easier for pizza lovers to navigate the range and find solutions for different occasions.

The new packaging will also feature NaviLens, a unique code that aids those with visual impairments making pack information clearer and easier to read.

“Over the past few years we’ve successfully unified the brand under our real of taste of Chicago positioning, developing the range and campaign platform to showcase our Chicago inspired, indulgent pizzas. 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,” Paula Wyatt, head of marketing – pizza at Dr. Oetker UK, commented.

“With four new pizzas launching, we’ve gone to town on our range ensuring we meet the needs of all pizza lovers. It’s no secret that frozen offers great value for consumers, what is surprising to some is the standout quality that competes with the high street take-out brands too. 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.”

The NPD rollout has now begun, with Tear ‘n’ Share launching in September, with the full range becoming available in coming months.