The offer will run on-packs of Chicago Town Individual Deep Dish from today (1 March) and will be backed by a television advertisement using the company’s “Tuck In” strapline. The campaign has been created by creative agency Life.
The TV activity will be supported by a new interactive microsite, which will launch simultaneously along with online video and social media engagement initiatives and full PR support to keep it front of consumers minds.
Chicago Town says the collector scheme is a key opportunity to drive further brand growth through increased weight of purchase.
The promotion, which requires consumer to collect four promotional packs, is designed to excite consumers, encourage brand loyalty and increase rate of purchase.
Chicago Town spokesperson, Paula Wyatt, says: “Chicago Town Deep Dish is a major grocery brand, worth a staggering £50.7m, but it’s only through innovating and exciting that we generate such success.”
“We are clear that there is even greater opportunity for growth in both penetration and weight of purchase which is why we are executing this promotion and why we have chosen to support the brand on TV for it’s longest and biggest campaign yet.”
Last year, the company launched a £2m push using a “Voted tastier than Domino’s and Pizza hut” claim http://www.marketingweek.co.uk/news/chicago-town-pizza-launches-aggressive-ad-campaign/2065095.article. The brand said at the time that could help increase its penetration by 30% and deliver an additional £8m to the brand http://www.marketingweek.co.uk/home/chicago-town-takes-on-the-takeaways/2065317.article.