Pizza Brand Chicago Town is to launch a campaign which will spearhead calls to the consumers to ‘Tuck In’ to the food they love.
The company is to spend £5m on brand support over 2009 which will include a new TV campaign with two executions to re-launch its 13cm individual deep dish pizzas – one targeted at mothers and another at young adults.
The TV ads were created by CheethamBell JWT as was the accompanying website for the campaign both of which will launch on 12 January. Brazen is handling the PR while Mediaedge is Chicago Town’s media buyer.
Paula Wyatt from Chicago Town, 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".
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.