Frozen pizza just got a lot more exciting, thanks to a significant new investment from Chicago Town.
The Dr. Oetker-owned brand has injected £4.5 million into a bold new masterbrand campaign that seeks to challenge the long-standing perception that frozen pizza is merely a last-minute dinner option.
Launched on 3rd October, the campaign introduces the dynamic tagline ‘Feed Your Urge: Go To Town,’ aimed at satisfying pizza cravings that simply can’t be ignored.
A Multi-Media Strategy That Goes Beyond the Freezer
The new campaign isn’t confined to just one platform. Chicago Town is making a statement across a wide range of media outlets. From eye-catching TV ads to cinema, video-on-demand, and YouTube, the brand is ensuring that no pizza lover is left behind.
Social media and national outdoor placements – covering large-format ads in rail stations and bus stops – add another layer of visibility. This multi-channel approach is designed to leave a lasting impression and drive home the message that frozen pizza can be a go-to meal, not just a backup.
A Fresh Look for a Fresh Line-Up
Accompanying the new campaign, Chicago Town is rolling out some exciting new products, including Tear ‘n Share doughballs and an ultimate BBQ stuffed crust pizza.
These new offerings will be introduced with a bold packaging refresh, ensuring that the brand’s ‘ultimate’ range stands out from its core product line.
FUrthermore, this visual overhaul helps to communicate Chicago Town’s commitment to indulgence, with its Chicago-inspired pizzas taking centre stage.
Unifying the Brand Under a Chicago-Inspired Identity
Dr. Oetker’s Head of Marketing reflected on the evolution of the Chicago Town brand, stating that their ongoing efforts have successfully unified their pizza offerings under the banner of authentic Chicago taste.
The new campaign builds on this platform, with the goal of demonstrating that a truly indulgent pizza experience is just a freezer away. What’s more, they are thrilled to elevate their message to the next level, showing all pizza lovers that a satisfying, all-out craving for delicious pizza can be fulfilled whenever the urge strikes.
Conclusion
With a significant investment and a multi-media campaign that covers all the bases, Chicago Town is on a mission to change the way we think about frozen pizza.
Whether it’s the new product line-up, the fresh packaging, or the energetic ‘Feed Your Urge: Go To Town’ slogan, the brand is positioning itself as the go-to option for a high-quality pizza fix.
Chicago Town’s message is clear: it’s time to ditch the idea of frozen pizza as a last resort and embrace it as a crave-worthy, indulgent meal always within reach.
