Chicago Town looks to prove that it is better than takeaway in new ad campaign
Chicago Town pizza is suggesting that it is better than takeaway brands such as Domino’s with a new campaign featuring a 30 second execution followed by a 10 second tandem in the same break.
Featuring the Chicago Town SWAT saving the nations pizza cravings, the ads deliver the bold ‘Voted No.1 versus Dominos’ strapline and encourage consumers to switch.
Dr. Oetker UK frozen marketing manager, Paula Wyatt, said: “The voted No1 claim is an extremely powerful trial driver. It firmly positions frozen pizza as able to rival its high street competitors and bring incremental spend to the category.
"This taste claim is surprising to consumers, but once trialled they understand the unique fresh rising dough that delivers this unrivalled taste in the supermarket. Add to that the significant price benefit over the high street delivery chains, and it’s a real win for consumers.”
The £2m campaign, devised and delivered by Life, will also be pushed through digital and social channels as well as receiving PR support.
Independent research has shown consumers preferred the Chicago Town Takeaway based on description, price and taste in blind tests.