The Chicago Town Limited Edition X Factor pizza to be launched for second year
Dr. Oetker’s Chicago Town TAKEAWAY pizza brand has renewed their deal with FremantleMedia Enterprises (FME) to see The Chicago Town Limited Edition X Factor pizza launched for a second year.
Last year, the Chicago Town Limited Edition pizza led to more than £7 million of incremental sales, with 55% of sales coming from new shoppers, and the campaign was hailed as the biggest and most successful for frozen pizza in the last five years. 38% of shoppers who bought the pizza also engaged with the on-pack promotion, helping to drive additional interest and footfall to the category.
The X Factor pizza will see over £1 million investment in marketing support, including in-store shopper marketing, alongside a PR and digital piece to bring all elements together. The agencies involved in delivering The X Factor campaign include: MediaEdge for media buying; Design Group for on-pack design; Life for sales promotion and Brazen PR working with Amaze to deliver the online and offline PR and digital plan.
This year’s offer will provide a chance of sharing more than £2.5million worth of prizes. Each week The X Factor fanatics will get the chance to win tickets to the live shows, cash prizes, pizza vouchers and passes to ‘behind the scenes’ sound checks. Every pack will also entitle the customer to a free music download.
There will be additional opportunities to win tickets to the show and other branded goodies through an application on the Chicago Town Facebook page where fans will have the opportunity to nominate a friend that they think deserves to go to a live show with them.
Paula Wyatt, Chicago Town marketing manager, said: “We believe that this is a huge category driving initiative for frozen food that only we, as the takeaway pizza in frozen, can deliver. The campaign drives excitement and provides opportunities for incremental communications through the stores.
“We have also learned that the Limited Edition pizza programme is a great recruiter for the Chicago Town brand and that we have the highest percentage of “deal indifferent” shoppers, driving real category value. Gaining greater participation through a more inclusive promotion and following this up with retention strategies is key to the strategy of adding value to the category.”