Frozen pizza brand Chicago Town is to become an official licensee of ITV flagship programme, The X Factor.
The brand, owned by Dr Oetker, is set to follow the path taken by rival pizza brand Domino’s which has sponsored another Syco produced talent series, Britain’s Got Talent for the last three years.
The deal will aim to pick up more of the pizza home delivery market, which is at its peak on Saturday and Sunday evenings, when the programme is broadcast.
A special X Factor pizza will be created and include an on-pack promotion giving consumers the change to win tickets to the programme every month, beginning in October.
Other merchandise including karaoke machines and Chicago Town pizza kits containing oven gloves and pizza cutters will also be made available.
A TV campaign will be supported through an online marketing campaign, including a Facebook app will also be created.
Paula Wyatt, Dr. Oetker marketing manager, explained: “Tying in with a household brand like The X Factor, enables us to communicate this message effectively and affirms our stake in this arena, plus allows us to explore the benefits of a more integrated partnership. As market leaders, we have a role to play in setting the trends both with product innovation and creative delivery. But more than that, we have a job to do not only for our brand, but also the category.”
The brand currently works with CheethamBell JWT and Amaze for advertising and Digital communications respectively, and with Life for below-the-line marketing and Brazen for its consumer and trade PR.
Life has designed the limited edition packaging as well as creating the in-store communications, developed an on-pack promotion and developed the promotion's dedicated microsite.
Mediaedge is it media planner and buyer.
Domino's recently told The Drum that it was yet to decide as to whether it would renew its sponsorship of Britain's Got Talent.