Chicago Town to launch new brand proposition for American Idol
Pizza brand Chicago Town is to launch a new brand proposition, after signing a six-figure deal to be the official broadcast sponsor of American Idol for the second year running.
Parent company Schwan’s enjoyed major success with the show in 2007, which contributed to Chicago Town being identified as the UK’s fastest growing pizza brand. The latest deal forms part of the firm’s £5m investment into the brand for 2008.
The creative concept, which has once again been developed by TBWA\\Manchester, moves on from the Humdrum Idol campaign of 2007, this time featuring contestants auditioning for a show, similar in format to American Idol show, following a series of characters’ journey through to the live final. In each 10-second ident, contestants and judges are distracted by the tastiness of the pizzas, driving the brand’s new proposition - Big Pizza Taste… Anytime.
Last year’s sponsorship helped build brand perceptions and increased awareness of the brand. It was supported by an integrated below-the-line campaign which included an on-pack which generated over 100,000 entries.
The idents will appear at the beginning, middle and end of each programme which will run from 17 January for five months and will be aired on Thursday and Friday evenings on ITV2. And this year, the sponsorship will solely support Chicago Town’s 13cm Deep Dish and Thin Dish ranges, to coincide with the new brand message.
Lisa Stoneley, brand manager for Chicago Town, said: \"We are delighted to be
sponsoring this season\'s \'American Idol\' on ITV2 as we found it to be a very
successful and highly marketable opportunity for Chicago Town in 2007.
\"The high energy, big entertainment synergy between the two brands is perfect and the profile of \'American Idol\' viewers matches exactly with our core audience.”
The sponsorship was brokered through Manchester-based media agency Mediaedge:cia.