Chicago Town unveils £1.3m ad push to support on-pack promo

Chicago Town is launching a £1.3m integrated marketing campaign to promote its new on-pack offer “Free Knorks”, offering collectable hybrid knife and forks.

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 The brand said at the time that could help increase its penetration by 30% and deliver an additional £8m to the brand

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here