Chicago Town says ‘Tuck In’

Chicago Town, the UK’s fastest growing frozen pizza brand, is spearheading the New Year with a rousing call to the nation to reject boring food and ‘Tuck In’ to the food they love. The £5m brand support over 2009 will manifest in Chicago Town taking to the nation’s TV screens, breaking on 12 January, with two new infectious executions to re-launch their popular 13cm individual deep dish pizzas – one targeted at Mum’s and that all important need to deliver something exciting for dinner, and one targeted at young adults highlighting the “not for sharing” nature of the product.

Aiming to continue the success of 2008, the fastest growing frozen pizza brand in the category (+ 7.9% YOY IRI 52 w/e 29 November 2008*), the new TV campaign uses a style that uniquely puts taste and experience first and foremost in a series of light-hearted messages that scream ‘tasty’, ‘big-hearted food!’

Chicago Town spokesperson, Paula Wyatt said: “The campaign has real standout in a world where consumers are bombarded with messages of virtue, worthiness and provenance.”

To coincide with the new brand positioning the entire range has a complete new look, the result of over 12 months of consumer research. New packaging features a stronger brand mechanic and introduces the new strapline of “full of taste from brim to base”, highlighting the unique dish crust of this product that is full of topping, a feature that consumers said was “irreplaceable”.

Additionally, Chicago Town has made some recipe improvements, replacing the diced pepperoni with sliced pepperoni on its popular pepperoni pizza as well as improving all flavours on its Four Cheese, Ham & Pineapple and Meat Combo pizzas as well as introducing a brand new ‘Supreme’ pizza, featuring pepperoni, ham, peppers and onion adding a more adult flavour to the range.

A new website will launch simultaneously to support the campaign with fun and interactive content all around the ‘Tuck In’ proposition. The objective is to create an engaging site but also to meet with mum and kids in digital spaces they already occupy through social networking sites.

The new brand proposition will stretch across the entire Chicago Town product portfolio throughout 2009 and be adapted to champion each of the ranges unique consumer benefits.

Visit the new website at www.chicagotown.com