Chicago Town launches £3m ‘ultimate pizza hit’ campaign
Dr Oetker has launched a movie themed “ultimate pizza hit” national TV campaign to promote its Chicago Town branded pizzas. The 30 sec commercial kicks off a £3m promotional campaign intended to increase market share for the largest brand within the frozen pizza category, currently at 25.2%. It coincides with a new pack design and tailored ‘movie review style quotes’ for each product. Tadio advertising will run from April, alongside social media activity and a new website. Strategic planning for the campaign was divised by Life, with media planning from MEC Manchester. Paula Wyatt, UK marketing manager for Dr Oetker, said: “Consumers tell us that it is our big, bold American values and promise of generosity that draws them to the Chicago Town brand, followed by the unique product range and individual sub brands. “By dialing up these attributes our aim is to strengthen our unique and unmistakeably proud personality and help consumers understand why Chicago Town Is the brand of choice.” The Gate Films produced the television campaign and was directed by Richard Oliver.