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Chicago Town Takeaway challenges high street rivals in new ad

Frozen pizza brand Chicago Town Takeaway is taking on high street pizza rivals in its new TV advert.

Chicago Town claims its Takeaway pizzas have been voted tastier than Domino's or Pizza Hut and the ad promises customers their money back if they disagree.

The ad, which breaks today and runs for the next four weeks, has been created by Manchester's CheethamBell JWT and is part of a £1.4m above and below the line campaign.

It will run during ITV1's Emmerdale and X Factor shows and follows a similar money-back guarantee push by the brand in April.

Lisa Stoneley, Chicago Town Takeaway senior brand manager, said: “April’s marketing campaign added value to both our brand and the category. Directly hitting over 10 million Domino’s and Pizza Hut consumers, it also delivered an incremental £1.3million to the category.

“Research showed that consumer awareness of the Takeaway proposition ‘Voted Tastier than Domino’s and Pizza Hut’ increased by a massive 25 percent and both penetration and loyalty were at their highest in six months. It’s that kind of success that we’re hoping to emulate with this second round of marketing activity.”

The money-back guarantee will feature on 1.4m pizza packs and be supported by a door drop to targeted households with money-off vouchers.

Along with CheethamBell, Chicago Town works with Life Agency for sales promotion, Brazen for PR and MediaEdge CIA for media buying.

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