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THE UK’s most popular frozen pizza brand, Chicago Town is launching a new masterbrand campaign to encourage a deeper engagement between pizza fans and its brand story.  Worth £114.9m, growing +2.2% year on year (IRI 52wks to 30.03.19), Chicago Town is the biggest brand in the frozen pizza sector with 27.8% share of the market.  

The Chicago Town story started in 1992 when our founding fathers came to the UK to bring, what was at that time, America’s best-selling frozen pizza to British families hungry for great tasting pizza. 

But, the story behind the Chicago Town story started way back in the 1940’s when some downtown genius raised crusts higher. Made a pizza pie and made history.  Chicago’s love of pizza got deeper that day and the Chicago Town brand had a base.  The Deep Dish. 

Big on taste, big on toppings and very quickly big on demand the Deep Dish was followed 12-years later by fresh rising Takeaway dough – a taste of the High Street at a slice of the price and mum’s favourite, Pizza Kitchen with a tiger bread crust. 

The campaign heralds a new look and feel for the brand, with new packaging to bring the range together and encourage consumers to purchase across the range, re-naming of The Pizza Kitchen range of pizzas to Chicago Town Tiger Crust, plus extensive above and below the line marketing support. 

The new brand proposition, ‘Real Taste of Chicago’, celebrates the brand’s Chicagoan roots and diverse range of pizzas in a bid to appeal to its broad fanbase of pizza lovers and further cement its position as the leading brand in the frozen pizza category. 

Chicago Town has a new advertising creative featuring the dulcet tones of Frank Sinatra singing ‘My Kind Of Town’, which will be shown on national TV, cinema and VOD from March 20th.  The brand is also investing in social media support, PR and shopper marketing activations – in total Chicago Town is investing £5m in the brand re-launch. 

Paula Wyatt, Head of Marketing – Pizza, at Dr. Oetker said: “This year we’re taking a holistic look at Chicago Town and are delighted to re-launch the brand with an exciting creative campaign, which both celebrates our Chicagoan heritage and full range of pizzas. 

“While our pizza sub-brands continue to perform well, the category is evolving and is more competitive than ever so, we felt the time was right to re-launch our masterbrand in a unique, engaging way.” 

The re-launch also coincides with exciting new product development.  Chicago Town has launched a unique Cheesy Stuffed Crust Loaded Cheese pizza to its popular Takeaway range – the pizza was introduced after extensive consumer research, which identified a demand for cheese-stuffed variant to complement the brand’s tomato-stuffed crust pizzas in its Takeaway range. 

The brand continues to perform well, recording 2.2% YoY growth*, driven predominantly by the growth of its Takeaway Stuffed Crust range (+10% YoY**) and the performance of the Pizza Kitchen range (now Tiger Crust), which is in strong YoY growth of 58.3% and has added an incremental £1.1m in value sales to the category in the past 52 weeks.***

*IRI Value Sales, SIG Grocery Market,  52 w/e 30 March 19

** IRI Value share, SIG Grocery Market, 52 w/e 30 March 19

*** Kantar, Value Source of Change, 52 w/e 24 March 2019

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