A new campaign to promote pizza brand Chicago Town Individual Deep Dish will look to take the Knork to the nation.
The £1.3m campaign, which begins today and will include TV, social media, a microsite and PR will promote the eight-week, on-pack giveaway of a collectable hybrid knife and fork (knork).
The promotion will require consumers to collection four promotional packs to encourage brand loyalty and increase rate of purchase.
The design of the Knork includes a stem that is thicker than a regular fork allowing it to be turned on its side and pressed with the index finger.
CheethamBell JWT is the retained above-the-line advertising agency for Chicago Town while Brazen is the PR agency. Life has overseen the marketing while MediaEdge:CIA was the Media Buying agency.