Chicago Town

Pizza? Yeah, we go to town on it

A brand campaign to keep the UK’s number one frozen pizza brand the UK’s number one frozen pizza brand.

The challenge

Chicago Town are the undisputed champs of frozen pizza. But they face stiff competition from the new breed of delivery apps and big players in takeaway like Dominos. The challenge was clear, remind people what Chicago Town is all about. Build associations around quality, heritage and taste with pizza lovers. Sharing their passion for pepperoni and hunger for a slice of the good stuff. Showcasing the gooey messy goodness of their pizzas and the all-American heritage of the brand.

Making it happen

Chicago Town don’t just make pizza. They go to town on it. So we created a campaign that put pizza front and centre. No people, no props, just close up shots of mouth-watering cheese and sauce. We’re talking pizza that makes you want to lick the screen. Accompanied by the catchy Frank Sinatra track, ‘My Kind of Town’, the campaign was rolled out across all bases, including TV, VOD and cinema.

Results

29% +

brand share

11% +

brand value

60%

growth in weeks following campaign